One of the most vocal supporters of tackling problem gambling and leading betting and gaming operator, Kindred Group, released a new quarterly report outlining what percentage of its revenue is derived from high-risk players.

The report focused on the final quarter of 2024, pointing to a decrease in the revenue from high-risk players which halted at 2.7%.

The latest result marks the lowest figure for the year

The focus on decreasing the revenue from high-risk players is a part of Kindred's initiative, Journey towards Zero.

The ambitious initiative seeks to decrease the revenue from problem gambling, enhancing transparency and protecting the well-being of customers of the company's brands in jurisdictions across the globe.

The initiative started back in February 2021 when Kindred started releasing what percentage of its revenue is considered from harmful gambling and dedicating efforts to decrease it quarter after quarter.

In a press release, the company confirmed that the latest figure was "encouraging."

The aforementioned percentage represented a decrease year-over-year and quarter-over-quarter.

In contrast to the 2.7% result from Q4 2024, the revenue from harmful gambling was 3.2% in Q3.

The reported decrease in Q4 was in fact the lowest result the company recorded for the year, considering that the harmful revenue in Q2 and Q1 last year was 3.0% and 3.2% respectively.

Only recently, Kindred recapped its responsible gambling metrics in Sweden, highlighting its dedication to tackling revenue from vulnerable gamblers.

Kindred remains dedicated to providing fun and safe experiences

Esther Scheepers, Kindred Group's Head of Responsible Gambling, said that it is exciting to see a notable decrease in the high-risk revenue.

"We know that the share fluctuates between quarters, but the long-term trend is showing a steady decline," she added.

Scheepers confirmed that Kindred remains focused on improving its systems, solutions and operations to ensure that customers have fun and safe experiences.

The executive spoke about the increased scrutiny by the gambling regulators, welcoming those efforts.

"We are currently working on our existing detection system in combination with an additional system that will enable us to integrate more robust compliance features and optimize our overall approach to safer gambling," Scheepers said.

Kindred's Head of Responsible Gambling pointed to further efforts the company is dedicating toward enhancing customer protection.

Notably, Kindred also reported a record percentage of improved effect after interventions in Q4 2024, hitting 92.2%.

In contrast, in the previous quarter, the improvement effect after interventions halted at 87.3%.

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