Kindred Reveals 4.3% of Revenue From High-Risk Gamblers

The Kindred Group State 4.23% of their revenue comes from high-risk gamblers. The operator has pledged to reduce this figure to 0% by 2023. They have committed to publishing data until the figure is achieved.

The Kindred Group, owners of UK facing brands including 32 Red, Unibet and, have revealed that 4.3% of gross winnings revenues are derived from high-risk gamblers. The group have committed to reducing this figure to zero by the end of 2023.

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Kindred Reveal High-Risk Gambling Revenue Data © Pixabay.

The company state that their improvements to their propriety PSED system (Player Safety Early Detection) have resulted in safer gambling behaviour in 75.7% of high-risk customers. Kindred claim that with further enhancements to PSED and improving access to support tools and better communication, this figure will increase.

Kindred explained how the PSED process works. The first stage is that information about system tools is made available to consumers; this is pushed to the customer and details how to set up deposit limits, time limits, and gaming breaks. The company believe that by doing so, they encourage the customer to adopt healthier gambling practices.

If the PSED system does not detect a change in gambling behaviour after the customer has seen the self-help information, the next step is customer contact.

Using email, SMS, a phone call, or a combination of the three, Kindred will try and engage the customers directly. The company state that 55,000 contacts, referred to as “care calls”, took place in 2020 after being identified by the PSED system.

Kindred Group CEO Henrik Tjärnström explained the rationale of publishing this data, saying:

“We want to share these figures to increase the understanding of our long-term sustainability work and contribute to a safer gambling experience,“

Reducing harmful gambling in society is a long-term process which requires a fact-based, open, and constructive dialogue, not least with decision-makers. Henrik Tjärnström, Kindred Group CEO

“We want to contribute to that. The most important thing decision-makers can do right now is to reduce the flight to unlicensed gambling operators, who fail to provide players with any safety measures whatsoever,” Tjärnström added.

Another operator, Entain, is also stepping up their responsible gaming drive with the introduction of a new Players’ Panel initiative.

Owner of popular UK brands, Ladbrokes, Coral and Gala Bingo, the voluntary panel will liaise with political decision-makers to provide insight into how consumers perceive gambling in the UK. Topics the panel will address will include consumers having the freedom of choice. They will also investigate gaming trends and the role of sponsorships for funding of sports.

“Entain is supporting the panel because it believes that millions of consumers who enjoy placing a bet responsibly deserve to have their opinions heard and for a balanced debate to happen,” a spokesperson for the operator said.

It is the topic of sports sponsorship that is likely to be of particular interest to Entain. Both the Ladbrokes and Coral brands are heavily involved with horseracing at all levels, including grassroots racing. Both brands will hope the public perception for horse racing sponsorship is seen differently than in other sports such as football.

The UK government is currently consulting on changes to the Gambling Act 2005. Those close to the process are confident that an outright ban on betting companies sponsoring sporting teams and events is likely to be introduced. If such restrictions included horse racing, the financial ramifications could be significant for the industry.

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