Harmful gambling revenue share decreased to 3.3% in the fourth quarter of 2022, down from 3.8% in the third quarter. This positive deviation from traditional trends is attributed to Kindred’s improved approach towards the younger demographic, resulting in fewer faulty customer detections. Additionally, the company highlighted that 82.1% of detected customers showed improved gambling behavior after contact was made by its responsible gambling team in Q4.
Despite these positive developments, Kindred acknowledges that there is still significant fluctuation in harmful gambling revenue and that progress towards their 2023 ambition of zero harmful gambling has not been as steady as hoped. Nevertheless, the company remains committed to its “Journey towards Zero” and is determined to work diligently towards this goal.
Last month, Kindred, Svenska Spel, and ATG published their first sets of responsible gambling data for operations in Sweden, aiming to increase transparency. The data revealed that 0.5% of all active customers in Sweden were contacted due to suspected or detected problematic gambling, resulting in positive outcomes such as reduced gambling and decreased average deposits.
Kindred also announced the establishment of the “Journey towards Zero” panel, a pilot project in the UK consisting of expert organizations from the gambling community. The panel’s purpose is to provide guidance, foster discussions, and make recommendations on how to improve progress towards zero harmful gambling. Members of the panel include BetKnowMore, DealMeOut, Epic Risk Management, and former Kindred employee Maris Catania.
Collaboration and ambition are crucial in achieving safer gambling practices, and the Journey towards Zero panel aims to facilitate this by harnessing expert advice and insights from the industry.
