Kindred Group has become one of the first companies to acknowledge the need for tackling revenue streams that are derived from vulnerable gamblers, prompting the company to break down its reporting and take a more serious and focused approach to analyzing its operations, especially insofar as player safety is concerned.

Addressing gambling-related harm in the Swedish market

The company also started to closely monitor interventions for the Swedish market, and how it and its partners handled responsible gambling best practices, reinforcing positive play and promoting a healthy attitude to gambling.

In the autumn of 2022, Kindred Group teamed up with ATG and Svenska Spel, two established Swedish operators, to start publishing responsible gambling metrics for the market. The latest report published focuses on the period between July and December 2024. Kindred Group published the following metrics:

The joint publication was meant to achieve several things at the same time, chief among them is to inform consumers about high-risk behavior and derive concrete numbers about the actual need for operators to intervene, and how many people need more help to steer clear of harmful practices.

Effective detection is only part of a strong RG policy

The released information has offered insight into the type of action that the company takes in order to actively help reduce gambling-related harm in the Swedish gambling market.

In particular, Kindred Group noted that it had detected that 0.90% of its total customer base was showing symptoms of problem gambling, and while the platform may be missing some people, it is still a good insight into how it detects such harm.

More important is how subsequent intervention impacted gamblers. The company said that 61.60% of all people contacted have reduced their gambling, with around 5% choosing to self-exclude, and 74.20% reducing their deposits.

This highlights not only Kindred Group’s ability to detect such activity but more importantly, to follow up.

Kindred Group will continue to monitor the Swedish market as well as report on its revenue that it suspects has been derived from at-risk or problem gamblers and seek to eliminate its share of it.

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