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Mixed responsible gambling success for Swedish operators in H2

| By Robert Fletcher
Kindred Group, Svenska Spel and ATG have published responsible gambling data for activities in Sweden during the second half of 2023, revealing mixed success when contacting players about their behaviour.
Kindred Svenska Spel ATG Swedish

The trio pledged to begin revealing responsible gambling activities in the autumn of 2022. Kindred, Svenska Spel and ATG submit data to Swedish regulator Spelinspektionen every six months.

The latest data set covers the six months to 31 December 2023 and is the third update to have been published, following H2 of 2022 and H1 for last year.

Data covers the percentage of players contacted due to risky gambling; effect of contacting players; how many reduced problem gambling habits; and the percentage of players who stopped gambling.

Kindred sees improvement in Swedish behaviour after contact

During H2, Kindred said it contacted 0.5% of all customers in Sweden about their behaviour. 

Of those players it communicated with, 78.2% reduced their gambling, an improvement on 75.1% in H1.

Kindred also said 78.6% of players it contacted lowered their average deposits during the six-month period. Some 2.2% of players contacted self-excluded from gambling for less than six months and 1.6% more than six months.

This week, Kindred also published its harmful gambling revenue share for Q4. Across the group, 3.1% of revenue came from harmful gambling – down from 3.3% in Q3.

ATG figures suggest reduced impact of contact

Elsewhere, ATG said it reached out to 1.5% of Swedish players in H2, compared to 1.9% in the first half. However, of those contacted, 56.4% reduced their gambling, which was less than 57.3% in H1.

ATG also noted that less players chose to lower deposits. From those who were spoken to, 59.9% cut back on deposits, the lowest figure to date and the second period of decline. The first data set in H2 2022 showed 64.9% of contacted players reduced their average deposits and 61.1% in H1 of last year.

As for self-exclusions, 1.5% of contacted players took themselves away from gambling for at least six months. Some 2.3% opted for a longer period of self-exclusion.

Almost half of Svenska Spel players reduce deposits 

Finally, Svenska Spel said it reached out to 1.9% of Swedish customers in the reporting period. Of those it spoke with, 74.8% reduced their gambling with 49.7% lowering their average deposits.

Svenska Spel also said 9.4% of contacted players self-excluded for at least six months, with 3.7’% opting for longer.

The operator also published a breakdown of two core business areas: Sports & Casino and Tur. More players were contacted within the Sports & Casino segment (4.9%), with 75.6% reducing gambling and 49.6% lowering average deposits. 

As for the Tur business, only 0.4% of players were spoken to about the behaviour. Of these customers, 70.5% cut back on gambling and 49.9% reduced their average deposits.

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