Our journey towards zero

Gambling at its best offers thrill and excitement. This is what we strive for all our players to enjoy. However, for a small percentage of people, gambling becomes harmful, affecting not only the lives of the players but also their family and friends. As one of the largest gambling operators in the world, the prevention of harmful gambling is one of our top priorities and addressed throughout the organisation. Our dedicated work is guided by the near-time ambition stating that zero percent of the revenue from our platform should be generated from harmful gambling by end of 2023, as well as being a trusted contributor to a fact-based dialogue.

We track the progress of this ambition on a quarterly basis and disclose openly the share of revenue derived from high-risk players (see definition under “Customer risk groups”). In addition, we report on the share of customers that positively change their behaviour after receiving an intervention as a result of being detected on our RG prevention system. These are two central KPIs on our journey towards zero.

Share of revenue from customer risk level and share of detected customers changing behaviour after intervention

Early detection

Early detection is all about reaching out to players before a harmful behavior is established. We want all our customers to enjoy the thrills and excitement of gambling, and we work proactively to keep them in that continuum.


The ambition to have zero revenue from harmful gambling by 2023 is one of our most important ambitions to date and requires dedication, collaboration and focus within Kindred, but also across the industry and from regulators.

Our methodology

Kindred and leading researchers have for years worked in tandem to develop an approach that can accurately identify harmful gambling behaviour. We have explored various scientific methods over the years and are now confident that we have found a suitable one to use for Kindred’s inhouse player monitoring system, Player Safety – Early Detection System (PS-EDS).