Kindred reduces harmful gambling revenue share in Q1

Of all revenue collected in Q1, 3.0% came from harmful gambling, down from 3.3% in the same period in 2022 and also lower than the 3.3% reported in Q4 of last year.

Kindred said this positive trend could be attributed to improvements focused on enhancing the customer’s responsible gambling journey, with the group also noting 83.0% of detected customers experienced improved gambling behaviour after an intervention was made by its responsible gambling and customer facing teams.

This intervention rate was lower than 84.7% in the first quarter of 2022 but up from 82.1% in Q4.

“We have continuously emphasised the importance of detecting and engaging with our customers who are showing markers of harm,” Kindred chief executive Henrik Tjärnström said. “To prevent a harmful behaviour, early intervention is critical, and I am glad that we can see result of the roll out of automated interventions that we have done in some of our markets.

“Going forward I look forward to following the holistic approach and collaboration across different teams within Kindred. Responsible gambling is not a factor only for one team, but it is something that every single employee contributes to through their knowledge and commitment to reducing harmful revenue. 

“By our tech teams working hand in hand with the responsible gambling and customer facing teams, we can swiftly release improved interventions across different markets. All in line with our ‘Journey towards Zero’ road map.”

GB fine

The reduction will come as a boost to Kindred, which last month was fined £7.1m by Great Britain’s Gambling Commission for social responsibility and anti-money laundering failures.

Kindred’s 32Red, which runs 32Red.com, will pay £4.2m, while Platinum Gaming, operator of Unibet in Britain, was ordered to pay £2.9m. Both brands also received an official warning following a Commission investigation.

The Commission said it had identified a number of social responsibility failures, including that 32Red customer gambling session times should have prompted earlier identification of those who may have been experiencing gambling related harm.