Kindred progress in reducing revenue from High-Risk players

Swedish gambling company Kindred Group reports a continued decline in revenue derived from high-risk players in the second quarter of 2024. This positive trend highlights the effectiveness of the company’s responsible gambling initiatives, which aim to promote sustainable gambling behaviors.

Measurable Improvements

• Kindred’s “Journey Towards Zero” report indicates a drop in high-risk player revenue share to 3% in Q2 2024, down from 3.2% in the previous quarter.
• Customer response to interventions remains positive, with 86.8% of high-risk players exhibiting improved behavior after intervention. This figure is slightly lower than Q1 2024 but remains above Q2 2023 results.

Commitment to Responsible Gambling

Kindred Group emphasizes its dedication to responsible gambling practices. 

“While the high-risk player revenue share has stabilized recently, we’re encouraged by the long-term downward trend. 

We’re committed to creating a safe and sustainable environment for our customers. This includes educating them, stakeholders, and partners about responsible gambling initiatives.”

Alexander Westrell, Director of Communications at Kindred Group

Identifying High-Risk Players

Kindred utilizes a comprehensive system to identify high-risk players, categorizing those who self-exclude for extended periods (over six months) as such. This approach aligns with their responsible gambling strategy. However, Westrell acknowledges that self-exclusion doesn’t always signify gambling addiction. Kindred is refining its system to differentiate between reasons for self-exclusion, ensuring their data accurately reflects those who require support to manage their gambling habits.

Transparency and Communication

Since February 2021, Kindred has maintained transparency regarding revenue linked to harmful gambling.The company publishes regular quarterly data reports alongside updates on the effectiveness of their interventions. This ongoing communication demonstrates their commitment to minimizing negative gambling impacts within their customer base.