Kindred collaborates with Swedish operators to publish responsible gambling metrics

Kindred Group, alongside Swedish operators ATG and Svenska Spel, has announced the continuation of their joint initiative to publish responsible gambling (RG) metrics for the Swedish market.

This collaboration, which began in autumn 2022, aims to increase public awareness and foster a fact-based dialogue about high-risk gambling behaviour.

Every six months, licensed operators report key metrics to the Swedish Gambling Authority. 

These metrics 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 goal of publishing these metrics is to inform Swedish stakeholders about high-risk gambling behaviours and assess the effectiveness of preventive measures implemented by operators. By promoting transparency, the initiative seeks to enhance trust in the gambling industry through balanced regulation, technology, research and human intervention.

In the first half of 2024, Kindred’s report indicated that the percentage of contacted customers who reduced their gambling after proactive contact dropped slightly to 76.85% from 78.19% in the second half of 2023.

Additionally, there was a decrease in the share of contacted customers who chose to self-exclude from Kindred’s platform.

Kindred, through its Unibet brand, continues its collaboration with the Swedish Professional Football Leagues (SEF) and the treatment centre Spelfriheten to educate football players and staff on safer gambling practices and the early signs of problematic gambling behaviour.

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.

Alexander Westrell, Kindred Group Director of Communications, stated: “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.”