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Majority of Swedish players change behaviour after contact

| By Robert Fletcher
Kindred Group, Svenska Spel and ATG have published their latest responsible gambling data for operations in Sweden, revealing most players change their behaviour after being contacted by an operator.
Sweden credit gambling ban

The three operators pledged to begin revealing internal activities for responsible gambling in autumn 2022. Swedish regulator Spelinspektionen receives the data every six months.

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

Operators published the first data in January, with the latest publications covering the six months to the end of June.

Kindred contacts 0.5% of players

For this period Kindred said the percentage of consumers contacted over suspect or at-risk problematic gambling behaviour was 0.5%. This was the same as in the previous six-month period.

Of those players contacted, 75.1% reduced their gambling after interaction with the Unibet operator. In addition, 75.8% reduced their average gambling deposits. 

Kindred also said of those contacted, 1.1% chose to self-exclude from its platform for less than six months. A further 0.8% self-excluded for six months or longer.

Players contacted up to 1.9% at ATG

For ATG, the operator said it contacted 1.9% of all customers in the period in relation to their gambling behaviour. This was higher than 1.4% in the previous six months.

Some 57.3% of users reduced their gambling after being contacted, while 61.1% cut down on their deposits. 

ATG also noted that 1.4% chose to self-exclude for up to six months following interaction. In addition, 1.9% self-excluded for longer than six months after contact.

“ATG’s key figures show a stability in gambling responsibility work as the numbers are at similar levels to the previous period,” ATG’s head of fair play, Sophie Linghag, said.

“It is important we continue to report key figures for gambling responsibility in an equivalent way. The transparency contributes to driving the gaming industry in a more sustainable direction.”

Positive effect at Svenska Spel

Finally, while Svenska Spel has not yet published full figures, certain data was referenced by CEO and president Patrik Hofbauer.

According to Hofbauer, seven out of 10 customers reduced gambling after being contacted by the operator.

“Svenska Spel reports half-yearly key figures that show what proportion of customers have been contacted as a result of signs of risky gambling and what effect these contacts have had,” Hofbauer said. “The results show that the measures have a positive effect.”

Hofbauer was speaking as Svenska Spel published its results for the first half. Net gaming revenue was up marginally year-on-year, driven by growth in its digital business.

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