Kindred adds transparent safer gambling metrics to group reports

Kindred Group Plc has become the first industry incumbent to publish its share of corporate revenues ‘derived from harmful gambling’.

The Stockholm-listed online gambling group will publish its new ‘transparency metric’ as part of its safer gambling mandate, in which the company seeks to achieve – ‘zero per cent of revenues from harmful gambling by 2023.

Updating its corporate stakeholders, Kindred revealed that during Q4 2020 trading the company recorded a 4.3% share of gross winnings from players deemed ‘high risk’.

The high-risk figure is shared with a further group-wide measurement of ‘safer gambling efficiencies’, reporting a 75.7% ‘improvement effect’ following customer interventions.

Moving forward, Kindred will incorporate its new transparency metrics as a new segment of its group-wide financial reporting, informing stakeholders of ongoing developments with regards to the firm’s sustainability commitments.

Backing the directive, Kindred Group CEO Henrik Tjärnström commented: “We constantly strive to become even better at identifying players that exhibit risky gambling behaviour and guide them back to healthier gambling habits.”

“We want gambling to be simple and enjoyable for everyone. Reducing harmful gambling in society is a long-term process which requires a fact-based, open, and constructive dialogue, not least with decision-makers. We want to contribute to that.”

Leading Kindred, Tjärnström expressed confidence that the company would achieve its ‘zero %’ sustainability target by 2023, as currently 98% of players are recognised as recreational customers across Kindred brands.

Launched as one of the first within the online gambling industry,  Tjärnström underlined the efficiency and sophistication of Kindred’s safer gambling programme with regards to its player tools, targeting precision and effectiveness of early interventions.

Tjärnström underscored that by publishing its new safer gambling figures on company reports, Kindred would improve its open dialogue with key stakeholders on enhancing industry standards and tackling threats.

“The most important thing decision-makers can do right now is to reduce the flight to unlicensed gambling operators, who fail to provide players with any safety measures whatsoever. The so-called channelisation must increase,” he added.

“In order to evaluate our own sustainability work and to counteract harmful gambling, we continuously measure how our efforts contribute to healthier gambling together with how much of our revenue that comes from harmful gambling. We want to share these figures to increase the understanding of our long-term sustainability work and contribute to a safer gambling experience. Local market regulation is an important part to achieve this.”

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