Kindred publishes responsible gambling metrics for the Swedish market

Tue, 18 Jul, 2023

In Autumn 2022, Kindred Group (Kindred) joined forces with ATG and Svenska Spel and took the initiative to publish key metrics for their work with Swedish customers who show signs of problematic gambling behaviours.  The cooperation aims to increase public awareness and contribute to a fact-based dialogue about what is done to reduce gambling harm.

The key metrics, which are reported every six months to the Swedish Gambling Authority, disclose metrics such as:

  • The percentage of customers who are contacted as a result of problematic gambling (of the total number of active customers)
  • The effect of proactive contacts (share of customers who reduce their gambling)
  • How much have these individuals reduced their gambling on average
  • The share of contacted customers who choose to self-exclude themselves from gambling at the operators

The purpose of reporting openly on these key metrics is to make it easier for our Swedish stakeholders to follow and understand how we work to counteract harmful gambling with the help of regulations, technology, research and human contact. A more fact-based and open dialogue increases trust in our industry and makes other operators more inclined to follow suit.


Kindred , through its flagship brand Unibet, also works closely with the Swedish Professional Football Leagues (SEF) and the treatment centre Spelfriheten to educate football players on harmful gambling but also to find the common grounds where we can make the best use of the expertise that each stakeholder contributes with.

You can find the key metrics for ATG here, and for Svenska Spel here.


  • Maria Angell-Dupont
    External Communications Manager

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