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Kindred Group’s share of revenue from harmful gambling has decreased to 3% in Q1 2023, down from 3.3% in Q4 2022.

During the quarter, 83% of detected customers saw improved gambling behaviour after Kindred’s responsible gambling team intervened.

This figure represents a small improvement from the previous quarter, when it stood at 82.1%.

Kindred pledged in February 2021 to target zero revenue from harmful gambling by the end of 2023.

However, the company acknowledged that the journey towards this goal has proven to be more challenging and lengthier than anticipated, despite continuing efforts to make progress.

“We have continuously emphasised the importance of detecting and engaging with our customers who are showing markers of harm,” said Kindred CEO Henrik Tjärnström.

“To prevent harmful behaviour, early intervention is critical, and I am glad that we can see the results of the roll-out of automated interventions that we have done in some of our markets,” he added.

Team effort

Tjärnström went on to stress the importance of a holistic approach and collaboration across different teams within Kindred.

“Responsible gambling is not a factor only for one team, but it is something that every single employee contributes to through their knowledge and commitment to reducing harmful revenue.

“By our tech teams working hand in hand with the responsible gambling and customer facing teams, we can swiftly release improved interventions across different markets. All in line with our Journey towards Zero road map,” Tjärnström concluded.

Kindred Group CEO Henrik Tjärnström: “To prevent harmful behaviour, early intervention is critical.”

In autumn 2022, Swedish operators Svenska Spel and ATG also agreed to publish key metrics on their work in responsible gambling every six months to the Swedish Gambling Authority (SGA).

However, Kindred has also faced criticism for the zero per cent target.

During last year’s iGaming NEXT Valletta event, the ambition was deemed both unrealistic and unachievable by Jesper Svensson, CEO of Betsson operations.


Update 24 July, 2023: According to a correction published by Kindred Group, some of the data in this article was inaccurate at the time of publication. The rate of revenue from high-risk players in Q1 2023 was found to be 3.3%, not 3.0%. The original content of this article remains unchanged.

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