(AsiaGameHub) –   A new mobile app that aims to “support both consumer protection and market sustainability” in the UK is set for launch in October.

Developed by former Betfair and Rewards4Racing executive Josh Apiafi and Phill Adams, founder of AI-powered, UK Gambling Commission (UKGC)-licensed B2C esports tote Punt, GamScore has been positioned as a well-being application for gamblers. It offers real-time insights into users’ betting activity.

The app promises to detect early signs of risky behaviour using proprietary AI-driven behavioural science, insights, and educational tips. In a statement released on Friday, GamScore—which updates multiple times throughout the day in real time—will also inform players about their black-market betting activities and the dangers associated with using unregulated offshore platforms.

GamScore users will be able to track compliance actions

Future versions of the app will allow users to monitor their compliance status across various operators, helping them stay informed about required regulatory documents and reducing the temptation to seek out offshore alternatives.

The developers have stated that GamScore “has answered the UKGC’s call for innovative technical solutions that the entire industry can adopt.”

“GamScore believes this will support the government’s goals of balancing consumer protection with the long-term health of the domestic gambling sector,” the company said.

Apiafi, chair of GamScore, explained that the app provides bettors with a live feed updated up to three times daily, “identifying adverse behaviour promptly through educational nudges and content.”

He added: “For operators, GamScore delivers a lower-friction, user-controlled alternative to traditional static point-in-time credit checks.”

The product is also seeking investment opportunities.

In recent weeks, the UK Gambling Commission’s financial risk assessment policy—still pending formal adoption following a pilot phase—has faced criticism for creating excessive barriers for players.

In a recent speech, UKGC’s Tim Miller defended the policy and assured the industry that high-spending gamblers will not be required to submit detailed financial documentation as part of the programme.