Kindred Group’s Commitment to Reducing Problem Gambling: A Promising Quarterly Update

One of the most outspoken advocates for addressing problem gambling, as well as a leading operator in the betting and gaming industry, Kindred Group, has released a new quarterly report. This report details the percentage of its revenue that comes from high-risk players.

The report, which focuses on the final quarter of 2024, highlights a reduction in revenue from high-risk players, dropping to 2.7%.

This Latest Outcome Represents the Year’s Lowest Figure

The emphasis on reducing revenue from high-risk players is part of Kindred’s initiative known as ‘Journey towards Zero.’

This ambitious initiative aims to:

• Lower revenue from problem gambling
• Increase transparency
• Safeguard the well-being of customers from the company’s brands across various jurisdictions globally

The initiative commenced in February 2021, with Kindred starting to release data on the percentage of its revenue attributed to harmful gambling and committing to reduce it with each passing quarter.

In a press release, the company expressed that the latest figures are ‘encouraging.’

The percentage mentioned signifies a decrease both year-over-year and quarter-over-quarter. Compared to the 2.7% result from Q4 2024, revenue from harmful gambling was at 3.2% in Q3.

The decrease reported in Q4 marked the lowest result recorded by the company for the year, considering that the harmful revenue in Q2 and Q1 of the previous year was 3.0% and 3.2% respectively.

Recently, Kindred reviewed its responsible gambling metrics in Sweden, emphasizing its commitment to reducing revenue from vulnerable gamblers.

Kindred Continues to Prioritize Fun and Safe Experiences

Esther Scheepers, Kindred Group’s Head of Responsible Gambling, expressed enthusiasm over the significant decrease in high-risk revenue.

‘We know that the share fluctuates between quarters, but the long-term trend is showing a steady decline,’ she added.

Scheepers confirmed that Kindred remains focused on enhancing its systems, solutions, and operations to ensure that customers enjoy fun and safe experiences.

She also addressed the increased scrutiny from gambling regulators, welcoming these efforts.

‘We are currently working on our existing detection system in combination with an additional system that will enable us to integrate more robust compliance features and optimize our overall approach to safer gambling,’ Scheepers stated.

Kindred’s Head of Responsible Gambling highlighted further efforts the company is making to enhance customer protection.

Notably, Kindred also reported a record percentage of improved effect following interventions in Q4 2024, reaching 92.2%. In comparison, in the previous quarter, the improvement effect after interventions was at 87.3%.