Kindred Group, publishing its share of revenue that is derived from harmful gambling, has revealed that during Q4 2020 trading the company recorded a 4.3 per cent share of gross winnings from players deemed ‘high risk’.

In publishing the figures, Kindred becomes the first gambling operator to report its share of revenue from harmful gambling, the Stockholm-listed online gambling group will release its new ‘transparency metric’ as part of its safer gambling mandate, which seeks to achieve ‘zero per cent of revenues from harmful gambling by 2023’.

Backing the directive, Kindred Group, CEO, Henrik Tjärnström, commented: “We constantly strive to become even better at identifying players that exhibit risky gambling behaviour and guide them back to healthier gambling habits.

“We want gambling to be simple and enjoyable for everyone. Reducing harmful gambling in society is a long-term process which requires a fact-based, open, and constructive dialogue, not least with decision-makers. We want to contribute to that.”

Along with the high-risk figure is a further group-wide measurement of safer gambling efficiencies, highlighting a 75.7 per cent ‘improvement effect’ following customer interventions.

Moving forward, Kindred will incorporate its new transparency metrics as a new segment of its group-wide financial reporting, informing stakeholders of ongoing developments with regards to the firm’s sustainability commitments.

Leading Kindred, Tjärnström stated confidence that the company would achieve its ‘zero per cent’ sustainability target by 2023, as currently 98 per cent of players are recognised as recreational customers across Kindred brands.

Launched amongst the first within the online gambling industry,  Tjärnström underlined the efficiency and sophistication of Kindred’s safer gambling programme with regards to its player tools, targeting precision and effectiveness of early interventions.

Tjärnström underscored that by publishing its new safer gambling figures on company reports, Kindred would improve its open dialogue with key stakeholders on enhancing industry standards and tackling threats.

“The most important thing decision-makers can do right now is to reduce the flight to unlicensed gambling operators, who fail to provide players with any safety measures whatsoever. The so-called channelisation must increase,” Tjärnström added.

“In order to evaluate our own sustainability work and to counteract harmful gambling, we continuously measure how our efforts contribute to healthier gambling together with how much of our revenue that comes from harmful gambling. We want to share these figures to increase the understanding of our long-term sustainability work and contribute to a safer gambling experience. Local market regulation is an important part to achieve this.”