Kindred Group, along with Swedish operators ATG and Svenska Spel, has announced the continuation of their collaborative initiative to disclose responsible gambling (RG) KPIs for the Swedish market.
This initiative, which began in the autumn of 2022, intends to raise public awareness and encourage a fact-based discussion concerning high-risk gaming behaviour.
Every six months, licensed operators submit essential KPIs to the Swedish Gambling Authority.
These metrics include the percentage of customers contacted due to problematic gambling, the efficacy of these proactive contacts, the average reduction in gambling among contacted individuals, and the proportion of contacted customers who choose to self-exclude for periods of less than and greater than six months.
The purpose of disclosing these measurements is to educate Swedish stakeholders about high-risk gaming behaviours and evaluate the effectiveness of preventive measures implemented by operators. The program aims to boost confidence in the gaming business by encouraging transparency through balanced regulation, technology, research, and human intervention.
Kindred's study showed that in the first half of 2024, the percentage of contacted customers who reduced their gambling after proactive contact fell marginally to 76.85%, down from 78.19% in the second half of 2023.
In addition, the percentage of contacted clients who elected to self-exclude from Kindred's platform decreased.
Kindred, under its Unibet brand, continues to work with the Swedish Professional Football Leagues (SEF) and the treatment centre Spelfriheten to educate football players and staff about safer gambling practices and the early warning signs of problematic gambling conduct.
Financially, Kindred revealed that high-risk players generated the least amount of income in five quarters, amounting for 3% of revenue in Q2 2024, down from 3.1% in Q2 2023.
Furthermore, 86.8% of participants demonstrated improved behaviour following intervention, a minor decline from 87.1% in Q1 2024 but an improvement from 86.4% in Q2 2023.
Kindred Group Director of Communications, Alexander Westrell, 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."
