In a significant move towards enhancing responsible gambling practices, Kindred Group, along with Swedish operators ATG and Svenska Spel, has reaffirmed its commitment to publishing detailed responsible gambling (RG) metrics for the Swedish market. This initiative, which first launched in autumn 2022, aims to elevate public awareness and encourage informed discussions about high-risk gambling behavior.

Kindred Group, ATG, and Svenska Spel Reaffirm Commitment to Publishing Detailed Responsible Gambling Metrics in Sweden

A Commitment to Transparency and Accountability

The collaborative effort requires licensed operators to report key RG metrics to the Swedish Gambling Authority every six months. These metrics include:

• The percentage of customers contacted due to problematic gambling.
• The effectiveness of these proactive interventions.
• The average reduction in gambling among those contacted.
• The proportion of contacted customers who opt to self-exclude for periods less than and longer than six months.

By making these metrics public, the initiative aims to shed light on high-risk gambling behaviors and evaluate the effectiveness of the preventive measures undertaken by operators. This transparency is intended to build trust in the gambling industry through a combination of balanced regulation, technological advancements, research, and human intervention.

Latest Report Highlights and Findings

In the first half of 2024, Kindred’s report revealed some notable trends:

• The percentage of contacted customers who reduced their gambling following proactive intervention decreased slightly to 76.85%, down from 78.19% in the previous half-year.
• There was also a reduction in the share of contacted customers who chose to self-exclude from Kindred’s platform.

Despite these decreases, Kindred’s efforts have continued to yield positive results in other areas:

• The proportion of revenue generated from high-risk players reached its lowest level in five quarters, accounting for 3% of revenue in Q2 2024, compared to 3.1% in Q2 2023.
• Furthermore, 86.8% of players demonstrated improved behavior after intervention, showing a slight decline from 87.1% in Q1 2024 but an improvement from 86.4% in Q2 2023.

Continued Collaboration and Education Efforts

Kindred Group remains dedicated to promoting safer gambling practices. Through its Unibet brand, the company continues to work with the Swedish Professional Football Leagues (SEF) and the treatment center Spelfriheten. This partnership focuses on educating football players and staff about safer gambling practices and identifying early signs of problematic behavior.

Director of Communications’ Statement

Alexander Westrell, Director of Communications at Kindred Group, emphasized the company’s commitment: “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.”

Conclusion: The Ongoing Partnership

The ongoing partnership between Kindred Group, ATG, and Svenska Spel underscores a proactive approach to addressing gambling-related harms and promoting transparency in the industry. As this initiative progresses, it continues to set a benchmark for responsible gambling practices and regulatory compliance in the Swedish market.

FAQs About Kindred Group and Partners’ Responsible Gambling Metrics Initiative

1. What is the purpose of the responsible gambling metrics initiative by Kindred Group, ATG, and Svenska Spel?

The initiative aims to increase public awareness and foster a fact-based dialogue about high-risk gambling behavior by publishing key metrics related to responsible gambling. It seeks to enhance transparency and trust in the gambling industry through a combination of balanced regulation, technology, research, and human intervention.

2. How often are the responsible gambling metrics reported?

The metrics are reported every six months to the Swedish Gambling Authority.

3. What key metrics are included in the report?

The report includes: The percentage of customers contacted due to problematic gambling. The effectiveness of proactive contacts. The average reduction in gambling among those contacted. The share of contacted customers who choose to self-exclude for less than or more than six months.

4. What were the key findings of the latest report for the first half of 2024?

Key findings include: A slight decrease in the percentage of contacted customers who reduced their gambling, from 78.19% to 76.85%. A decrease in the share of contacted customers who chose to self-exclude. The proportion of revenue from high-risk players dropped to 3%, the lowest in five quarters. 86.8% of players showed improved behavior after intervention, slightly down from 87.1% in Q1 2024 but up from 86.4% in Q2 2023.

5. What steps are being taken by Kindred Group to promote safer gambling?

Kindred Group, through its Unibet brand, is collaborating with the Swedish Professional Football Leagues (SEF) and the treatment center Spelfriheten. This partnership focuses on educating football players and staff about safer gambling practices and recognizing early signs of problematic behavior.

6. How has the initiative impacted Kindred Group’s revenue from high-risk players?

The initiative has contributed to a decrease in the proportion of revenue from high-risk players, which fell to 3% in Q2 2024, compared to 3.1% in the same period the previous year.

7. Who is Alexander Westrell and what did he say about the initiative?

Alexander Westrell is the Director of Communications at Kindred Group. He 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.”

8. How does this initiative contribute to the gambling industry in Sweden?

The initiative contributes by providing transparent data on responsible gambling practices, assessing the effectiveness of preventive measures, and enhancing public trust in the gambling industry through proactive and transparent approaches.

9. What organizations are involved in this responsible gambling metrics initiative?

The initiative involves Kindred Group, ATG, and Svenska Spel, in collaboration with the Swedish Gambling Authority.

10. How does this initiative align with broader gambling regulations and practices?

The initiative aligns with broader gambling regulations by emphasizing transparency, accountability, and proactive measures to address and mitigate gambling-related harms. It supports the overall goal of responsible gambling and balanced regulation in the industry.