For the 2023-24 season, Kindred will replace its 32Red brand on the front of players’ shirts with the logo of sister product Unibet. Unibet branding will be accompanied by the “Zero % Mission” slogan, raising awareness of Kindred’s commitment to eliminating revenue from harmful gambling.
The initiative also aims to educate players about safe and enjoyable gambling practices and provide resources for assistance if problems arise.
Kindred general manager Neil Banbury stated, “Kindred’s ambition is to lead the industry in transparency and innovation, making our platforms the safest place to play. We are dedicated to improving our technology, educating our customers, and progressing our Zero % Mission.”
The partnership between Kindred and Rangers has been successful, with the new season kit launch being an opportunity to continue promoting responsible and safe gambling.
In April, Kindred reported a decline in the share of revenue generated from harmful gambling. In Q1 of 2023, only 3.0% of revenue came from harmful gambling, compared to 3.3% in the same period in 2022 and 3.3% in Q4 of last year.
This positive trend is attributed to improvements in the customer’s responsible gambling journey, with 83.0% of detected customers experiencing improved gambling behavior after intervention from Kindred’s responsible gambling and customer facing teams. This intervention rate was slightly lower than in Q1 of 2022 but higher than in Q4.
