Kindred Group (Kindred) joined forces with Swedish operators ATG and Svenska Spel in autumn 2022 to jointly publish responsible gambling (RG) metrics for the Swedish market.The joint publication aims to increase public awareness and contribute to a fact-based dialogue about high-risk gambling behaviour.
Every six months licensed operators report the following metrics to the Swedish Gambling Authority:
· 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 these individuals have reduced their gambling on average
· The share of contacted customers who choose to self-exclude themselves from gambling at the operators less than six months and longer than six months
The purpose of publishing the key metrics is to raise awareness among Swedish stakeholders on high-risk gambling bahaviour and how effective operators are to prevent high-risk gambling through balanced regulation, technology, research and human contact. A more fact-based and open dialogue increases trust in the industry.
Kindred’s report for the first half of 2024 indicates that the percentage of contacted customers who reduced their gambling as an effect of proactive contacts has dropped slightly to 76.85 compared to 78.19 per cent for the second half of 2023. There has also been a drop in share of contacted customers who chose to self-exclude from Kindred’s platform.
The report from ATG can be found here and from Svenska Spel here.
Kindred, through its flagship brand Unibet, continues to work closely with the Swedish Professional Football Leagues (SEF) and the treatment centre Spelfriheten to educate football players and staff on safer gambling initiatives and early signs of problematic gambling behaviour.
Kindred’s share of revenue from high-risk customers on a group level, published each quarter, can be found here.
