SBC News Voice of the Sports Betting Industry
Updating the market, Stockholm-listed European online gambling operator Kindred Group Plc has announced that it has commissioned two leading international researchers to investigate ‘gambling practices using anonymized customer data’ from its corporate assets.
The study which has been commissioned for a period of three years, will seek to gain industry insight into player profiles, and user journey and interaction with Kindred assets. Furthermore, the study will value the efficacy of responsible gambling practices currently used by Kindred.
The research project will be led by Dr Michael Auer (Director at Neccton) who is accompanied by Dr Mark Griffiths ( Professor at Nottingham Trent University).
Over the last five years, Dr Auer and Professor Griffiths have published numerous studies evaluating the effectiveness of responsible gambling tools used by a number of different European online gambling companies.
Announcing the study Maris Bonello, Integrity Analytics Manager at Kindred Group stated: “Kindred is committed to player protection and harm minimisation for our customers and this new research project will help provide insight into how our customers can gamble more responsibly and demonstrates our ongoing commitment to social responsibility and a sustainable business.”
Kindred governance backs the project, stating that the research was commissioned to continue the firm’s commitment to responsible gambling practices and maintaining best industry standards.
Professor Mark Griffiths commented on taking up Kindred’s research project: “This is an exciting project for us and continues our recent innovative research analysing real customer data and evaluating the extent to which responsible gambling tools like personalised feedback, limit-setting and pop-up messaging actually work.
“This new research project will not only help Kindred but the findings will help share best practice with other online gambling operators around the world.”
