Kindred reports encouraging decline in high-risk gambling revenue

Kindred Group has reported a decline in revenue from high-risk players, with figures dropping to 2.7 per cent in Q4 2024, compared to 3.2 per cent in Q3 2024. This marks a positive step towards the company’s goal of eliminating harmful gambling revenue.

The improvement is largely attributed to stricter responsible gambling measures, enhanced internal processes, and the company’s exit from non-regulated markets following its acquisition by La Française des Jeux (FDJ) in October 2024.

A key highlight of the report is the increase in customer improvement rates following responsible gambling interventions. In Q4 2024, 92.2 per cent of detected high-risk players showed improved behaviour, up from 87.3 per cent in the previous quarter. This indicates that Kindred’s responsible gambling initiatives are becoming more effective in identifying and supporting at-risk players.

Commitment to safer gambling

Esther Scheepers, Head of Responsible Gambling at Kindred, emphasised the company’s ongoing dedication to reducing high-risk gambling revenue. She acknowledged that while numbers may fluctuate quarterly, the long-term trend is showing steady improvement. Kindred remains committed to continuously enhancing its detection systems and intervention strategies to ensure a safer gambling environment.

Ms Scheepers also highlighted the increasing focus on responsible gambling within the industry and regulatory bodies, which she views as a positive shift. She revealed that Kindred is working on new detection technologies and additional compliance features to strengthen its responsible gambling efforts. Furthermore, the company is exploring expanded research opportunities to support data-driven discussions and identify emerging trends in consumer protection.

Transparency and industry sustainability

Since February 2021, Kindred has publicly reported its share of revenue from harmful gambling on a quarterly basis. This initiative is aimed at increasing transparency and creating a more sustainable gambling industry. By sharing this data, Kindred hopes to contribute to a fact-based dialogue on gambling harm while raising awareness of its ongoing sustainability efforts.

Kindred also collaborates with other industry leaders to enhance responsible gambling efforts. In Sweden, the company publishes specific responsible gambling (RG) data alongside ATG and Svenska Spel, reinforcing its commitment to industry-wide transparency.

Data correction and future goals

A correction was issued for Q3 2024 data related to social, low, and medium-risk gambling revenue, which had been inaccurately reported. However, the previously published high-risk revenue figure of 3.2 per cent remains correct.

Kindred’s ‘Journey Towards Zero’ initiative remains a core part of its mission. The company is determined to achieve 0 per cent revenue from harmful gambling, ensuring a responsible and entertainment-focused gambling experience for its users.