Kindred Group: Pioneering Responsible Gambling Practices
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Kindred Group has taken a pioneering role in recognizing the importance of addressing revenue sources linked to vulnerable gamblers. This initiative has led the company to refine its reporting processes and adopt a more serious and concentrated approach to scrutinizing its operations, particularly concerning player safety.
Tackling Gambling-Related Harm in the Swedish Market
The company has initiated a diligent effort to closely observe interventions within the Swedish market. This involves assessing how it and its partners manage responsible gambling best practices, emphasizing positive play, and nurturing a healthy approach to gambling.
In the autumn of 2022, Kindred Group collaborated with ATG and Svenska Spel, two reputable Swedish operators, to begin sharing responsible gambling metrics for the market. The most recent report covers the period from July to December 2024. Kindred Group disclosed the following metrics:
| Percentage of customers contacted due to suspected or potential problematic gambling (of the total number of active customers) | 0.90% |
| Percentage of contacted customers who reduced their gambling | 61.60% |
| Average reduction in gambling (deposits) for these individuals | 74.20% |
| Share of contacted customers who opted to self-exclude from Kindred Group’s platform |
2.40% (less than six months) 2.20% (six months and longer) |
This collaborative publication aimed to achieve multiple objectives. Primarily, it seeks to inform consumers about high-risk behaviors and provide concrete data regarding the actual necessity for operators to intervene and how many individuals require additional assistance to avoid harmful practices.
Effective Detection as Part of a Robust Responsible Gambling Policy
The disclosed information provides valuable insights into the measures the company takes to actively mitigate gambling-related harm within the Swedish gambling sector.
Notably, Kindred Group identified that 0.90% of its total customer base exhibited signs of problem gambling. Although the platform might miss some individuals, this data provides a useful perspective on its detection capabilities.
Equally significant is the impact of subsequent interventions on gamblers. The company reported that 61.60% of those contacted have reduced their gambling, with approximately 5% opting for self-exclusion, and a 74.20% decrease in deposits.
This illustrates not only Kindred Group’s ability to detect such activities but, more crucially, its commitment to following up effectively.
Kindred Group remains committed to monitoring the Swedish market and reporting on revenue suspected of being derived from at-risk or problem gamblers, with the aim of eliminating its share of such revenue.