In Q1, Kindred reported that 3.0% of their revenue came from harmful gambling, which is a decrease from 3.3% in the same period last year, as well as a decline from the 3.3% reported in Q4 of the previous year.
Kindred attributes this positive trend to their efforts in enhancing the customer’s responsible gambling journey. They highlight that 83.0% of customers who were identified as having gambling issues experienced improved gambling behavior after intervention from their responsible gambling and customer facing teams. Although this intervention rate was slightly lower than the first quarter of 2022, it improved from Q4.
Henrik Tjärnström, the CEO of Kindred, emphasizes the importance of detecting and engaging with customers who display signs of harm and the significance of early intervention to prevent harmful behavior. He expresses his satisfaction with the roll-out of automated interventions in certain markets and looks forward to a holistic approach and collaboration across different teams within Kindred to reduce harmful revenue. Responsible gambling is a collective responsibility of all employees, and Kindred aims to release improved interventions quickly with the cooperation of their tech teams, responsible gambling teams, and customer facing teams, aligning with their ‘Journey towards Zero’ roadmap.
On a separate note, Kindred received a £7.1m fine from Great Britain’s Gambling Commission for their failures in social responsibility and anti-money laundering. 32Red.com, operated by Kindred’s 32Red brand, will pay £4.2m, while Unibet in Britain, operated by Platinum Gaming, is required to pay £2.9m. Both brands also received an official warning after the Commission’s investigation. The Commission identified several social responsibility failures, including a need for earlier identification of customers experiencing gambling-related harm based on their gambling session times.
