In an effort to promote responsible gaming and raise awareness of their initiatives, Swedish licensed operators Kindred, ATG, and Svenska Spel have agreed to publicly publish four important metrics. These metrics, submitted to the Swedish Gambling Authority every six months, provide insights into the operators’ efforts in addressing problematic gambling behavior. The move aims to foster a more open and fact-based dialogue within the industry and encourage other operators to follow suit.
Key Metrics on Problematic Gambling Behavior:
The published data highlights the percentage of Swedish customers contacted by the operators due to suspected or confirmed problematic gambling behavior. According to the metrics, 0.5% of Swedish customers were contacted in response to such concerns. Among those contacted, 77% reported a reduction in their gambling activity, while 76% reduced their deposit amounts. Additionally, the data reveals that 1.4% of those contacted chose to self-exclude from Kindred for less than six months, while 0.5% opted for self-exclusion for six months or longer. These metrics demonstrate the operators’ commitment to actively identifying and addressing potential gambling-related issues among their customer base.
Promoting Responsible Gaming Efforts:
Hendrik Tjärnström, CEO of Kindred Group, emphasized the importance of openly publishing customer behavior data as part of the operators’ efforts to prevent harmful gambling. The decision aligns with their “Journey towards zero” ambition, which aims to minimize the negative impact of gambling through regulation, technology, research, and human interaction. By sharing these metrics, the operators seek to provide stakeholders with transparent insights into their responsible gaming practices. This increased transparency and fact-based dialogue contribute to a more sustainable industry, fostering trust and understanding among operators, regulators, and the public.
Financial Performance of Kindred Group:
In its unaudited trading update, the Kindred Group reported strong year-over-year growth, with total group sales reaching approximately £305 million ($372.6 million). Total revenue increased by 24% compared to the previous year, excluding the Netherlands, where the increase was 3%. The Kindred Group’s success can be attributed, in part, to its 1.83 million active consumers during the fourth quarter, marking the second-highest recorded total. The growth was bolstered by strategic marketing efforts before and during the World Cup, which helped expand the customer base and drive engagement.
The decision of Swedish licensed operators Kindred, ATG, and Svenska Spel to publicly publish key metrics on responsible gambling behavior reflects their commitment to consumer protection and sustainable industry practices. By actively monitoring and addressing problematic gambling behavior, these operators aim to promote responsible gaming and minimize the potential harm associated with excessive gambling. The transparency provided through the publication of these metrics fosters an open dialogue and encourages other operators to follow suit. Additionally, the Kindred Group’s strong financial performance demonstrates the positive outcomes that can be achieved through responsible gaming practices and strategic marketing efforts. Moving forward, continued collaboration among operators, regulators, and stakeholders will be vital in ensuring a safe and sustainable gambling environment.