Kindred Group has reported that its share of revenue from harmful gambling has decreased to 3.3 per cent, as the online gambling group asserts that it’s “determined to contribute to a more sustainable gambling industry across all markets”.

This comes after the company set an ambition to reach zero per cent of revenue from harmful gambling by the end of 2023, amid an ambition to “transform gambling by being a trusted source of entertainment that contributes positively to society”. 

The share of revenue from harmful gambling decreased to 3.3 per cent from 4.3 per cent in Q2 2021, 3.9 per cent from the year’s first quarter and 4.3 per cent from Q4 2020.

“We are pleased to see that the percentage of revenue coming from harmful gambling has decreased. Whilst we welcome this decrease, we do understand that we still have to work hard to further decrease this number” explained Henrik Tjärnström, CEO of Kindred Group

“In line with our roadmap, our operational teams have worked to implement more proactive customer interactions, and this has resulted in an increase in the use of control tools to help customers stay in control.

“We have also taken a more cautious approach towards the younger demographic, since this group is at a higher risk financially and is more prone to addiction. 

“Therefore, we have set up tailored approaches to de-risk customers that are between 18-24 and we can already see the benefits from this action.”

Earlier this year, Kindred became the first gambling operator to report its share of revenue from harmful gambling, as the firm revealed its new ‘transparency metric’ as part of its safer gambling mandate.

On October 11, Maris Catania, Kindred’s head of responsible gambling and research, alongside PhD tutor, Professor Mark Griffiths, published a peer-reviewed research paper that examines the application of DSM-5 criteria for gambling disorder to actual online gambling behaviour. 

This notion and approach are the basis for the ideology behind Kindred’s behavioural monitoring system. Kindred says that it will continue to work on publishing more research to increase the transparency of information through empirical studies

”To limit harmful gambling, the behaviour has to be identified in the first place. Our research provides Kindred with actual examples of the types of behaviour engaged in by problem gamblers, which could be used by the player protection team to identify potential markers of harm,” commented Griffiths.