Kindred Group - Nils Andén, Tom Banks

Kindred confident in success of joint ATG and Svenska Spel RG initiative

Kindred’s responsible gambling initiative has picked up pace once more thanks to its collaboration with Sweden’s ATG and Svenska Spel

The three operators, with the latter two being state-backed companies, started working together back in 2022 with the common goal of addressing the issue of problematic gambling behaviours in the Swedish market.

Since then, the trio have been releasing joint reports every six months submitted to the Swedish Gambling Authority, containing key insights to raise the public awareness and facilitate dialogue around reducing gambling harm. 

Some of the metrics reported include the percentage of active customers contacted about problematic behaviour, the effectiveness of reaching out, as well as the share of customers who choose to self-exclude from an operator for less or more than six months. 

The results of the half-yearly reports provide Swedish stakeholders with an insight into the work that Kindred, ATG and Svenska Spel are doing to counteract harmful behaviours and promote safer gambling through regulation, technology, research and human intervention. 

According to the latest Kindred report covering the second half of 2023, the number of people who managed to better control their gambling after proactive contacts has jumped to 78.19% compared to the 75.09% in the first half. 

“This is a testament to collective efforts across the whole company,” the operator added. 

These efforts are also evident in Kindred’s latest report following the company’s journey of reducing its revenue generated from harmful gambling to zero. 

The initiative brought gross winnings from high-risk accounts for Kindred down to 3.1% in Q4’23, compared to the 3.3% in Q3.

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