Safer gaming initiative

Kindred publishes responsible gambling metrics for the Swedish market

Henrik Tjärnström, CEO of Kindred Group.
Reading time 1:43 min

Kindred Group has published key metrics for its responsible gambling work with Swedish customers that show signs of problematic gaming behavior. The metrics, which are reported every six months and are submitted to the Swedish Gambling Authority, show the percentage of customers contacted as a result of suspected or detected problematic gambling behavior, as well as the impact following contact.

Kindred and fellow Swedish licensed operators ATG and Svenska Spel first agreed to publish four important metrics publicly starting in the fall of 2022. Per Kindred's latest data, the percentage of Swedish customers who are contacted as a result of suspected or detected problematic gambling is 0.5%. Of gamblers that are contacted, almost 77% reduced their gambling activity, and 75.5% reduced their deposit amounts.

Furthermore, those contacted who chose to self-exclude from Kindred for less than six months were at 1.4%, while those who chose to exclude themselves for six months or more stood at 0.5%. The data encompasses the Swedish market during the period that runs from July 1 to December 31, 2022.
In a press release, Kindred said it is sharing its data on problem gambling with the intention "to increase awareness and knowledge of the companies' work when it comes to responsible gambling." The group further said reporting will hopefully inspire more Swedish licensed operators to publish the same key metrics and "thereby contribute to a more transparent and fact-based dialogue." 

Henrik Tjärnström, CEO of Kindred Group, said: "Our decision together with ATG and Svenska Spel to openly publish important customer behavior data, in addition to our Journey towards zero ambition, will make it easier for our stakeholders to follow and understand how we, with the help of regulation, technology, research, and human interaction, work to prevent harmful gambling."

"We believe that a more fact-based and open dialogue contributes to a more sustainable industry and we hope other operators will follow," Tjärnström concluded.

Earlier this month, the operator said it will be taking “immediate actions” to improve profit in the short- and medium-term after missing its Q4 financial targets. Group revenue for the final quarter of the 2022 financial year was up by 24.5% year-on-year at £305 million ($372 million). However, the company said the revenue development “did not meet expectations.” 

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