SBC News Voice of the Sports Betting Industry
Kindred Group, along with Swedish operators Svenska Spel and ATG, are extending a joint initiative to publish responsible gambling (RG) metrics in the Swedish market.
The deal, which originally began in 2022, sees operators report data to the country’s Gambling Authority every six months, which aims to increase public awareness and create a fact-based dialogue about high-risk gambling behaviour.
Alexander Westrell, Kindred Group Director of Communications, commented: “We are working hard across the group to ensure our customers enjoy our products in a safe and sustainable way, which includes educating customers, stakeholders and partners about safer gambling initiatives.”
The figures include the percentage of customers contacted due to problematic gambling, the effectiveness of these proactive contacts, the average reduction in gambling among contacted individuals and the share of contacted customers who choose to self-exclude for periods less than and longer than six months.
The partners have said that by promoting transparency the initiative will enhance trust in the gambling industry through balanced regulation, technology, research and human intervention.
In the first half of 2024, Kindred’s report suggested that the number of contacted customers who reduced their gambling after proactive contact dropped slightly to 76.85% from 78.19% in the second half of last year.
Additionally, there was a decrease in the share of contacted customers who chose to self-exclude from Kindred’s platform.
Financially, Kindred reported that the portion of revenue generated by high-risk players was at its lowest in five quarters, accounting for 3% of revenue in Q2 2024, down from 3.1% in Q2 2023.
Moreover, 86.8% of players showed improved behaviour after intervention, a slight decrease from 87.1% in Q1 2024 but an increase from 86.4% in Q2 2023.
Kindred continues its commitment to safer gambling gambling within football via its Unibet brand’s ongoing responsibility and safer gambling collaboration with Swedish Elite Football (SEF), a representative body for Sweden’s top two football leagues.
This has seen the 32 clubs and over 1,000 players – in addition to their coaches – from the top-tier Allsvenskan and second division Superettan receive online training courses in player responsibility and safer gambling.
