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Customer risk groups

At Kindred, a high risk player is defined through three integrated processes:

  • Someone who tells us they have a problem: A player who has disclosed to Kindred that they have a gambling problem is considered as high risk player.
  • Someone who excludes him-/herself: A player who self-exclude themselves for six months or more on our brand website(s) is considered as a high risk player.
  • Someone who is detected by our player monitoring system: A player who has been detected by Kindred’s player monitoring system, PS-EDS for highest risk.

As situations in life may affect our behaviours under a constrained period of time, it is not unusual that customers fluctuate between the different risk groups. This is also the reason  why we compare the customer behaviour within 30 days before detection against 30 days following detection. If the behaviour decreases in risk, based on these behavioural indicators, we consider the player to have come back to a healthier level of gambling. If the behaviour increases, the Responsible Gambling team interacts proactively.

Sustainable players

- We want all of our customers to remain within the sustainable part of the continuum and we work proactively to keep them there.

  1. Social gambler
  2. Low risk
  3. Medium risk

Sustainable customer relations allow for:

  • Sustainable growth and loyal customers
  • High profitability
  • High legitimacy and market access

Harmful players

- We want zero revenue from high risk players.

  1. High risk

Unhealty customer relations equal:

  • Decline in revenue
  • Low profitability
  • Low legitimacy and market access

Summary of Kindred’s four customer risk group levels

Social Players

Identifying Behaviour: Customers who do not use any type of control tools and have not been detected by Kindred’s player detection system (PS-EDS).

Actions taken by Kindred: No action but still monitored (as are all customers) through PS-EDS.

Low Risk Players

Identifying Behaviour: Customers who are showing slight signs of, or indications of, at-risk gambling according to Kindred’s player detection system (PS-EDS). In our scoring system, the accumulated score would show a customer that is showing a DSM 5 score of 3 criteria hits.

Actions taken by Kindred: Kindred is proactively communicating to these customers to prevent any possible progression. It is usually messages to encourage customers to use responsible gambling tools such as limits to control spending, pop up messages to limit time or taking a break.

Medium Risk Players

Identifying Behaviour: Customers have been detected by Kindred’s player detection system (PS-EDS) and Kindred’s responsible gambling team have engaged with customers using on-site messages, email, or verbal conversation. In our scoring system, the accumulated score would show a customer that he/she is showing a DSM score of 4 or 5 criteria hits.

Actions taken by Kindred: Proactively support customers to use one or several control tools or take a longer break from Kindred’s products or services.

High Risk Players

Identifying Behaviour: This category includes customers who have closed their account due to addiction, disclosed to Kindred that they have a gambling problem, or have self-excluded for 6 months or more on our website/s. It also includes customers have been detected by Kindred’s player detection system (PS-EDS) for the highest risk.

These customers are showing signs of harmful gambling. In our scoring system, the accumulated score would show a customer that has a DSM score of 6 or more criteria hits. Kindred’s responsible gambling team have usually already engaged with these customers. 

Actions taken by Kindred: Different measures are taken for different customers in this category. Customers who have disclosed that they have a harmful gambling behaviour are excluded from all of Kindred’s products and services and flagged to relevant national exclusion scheme. They are also provided with information about how to access professional support services.

Self-excluded customers are excluded for a designated time-period, and potentially blocked and flagged to relevant national exclusion scheme, if appropriate. They are also provided with information about how to access professional support services.

Customers who are detected by PS-EDS for the highest risk – but have not disclosed to Kindred their problem or are not self-excluded – will immediately be engaged with by Kindred and made sure that appropriate actions are taken to minimise any potential harm and support the customer back to a more sustainable gambling behaviour. 

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