Kindred has taken a small step towards its Journey to Zero goal as the operator continues to strive for having a zero per cent revenue share from harmful gambling.
Revealing its Journey to Zero results for Q2 2024, Kindred confirmed that three per cent of its revenue share derived from high-risk players, a decrease of 6.25 per cent on the previous quarter (Q1 2024: 3.2 per cent).
This percentage also represents the lowest share of gross winnings revenue from high-risk players since Kindred began its Journey to Zero campaign in 2020.
Alexander Westrell, Director of Communications at Kindred Group, explained: “Our share of revenue from high-risk players has been stable over the past quarters, however we are pleased to see the long-term trend of a slow decline.
“We are working hard across the Group to ensure our customers enjoy our products in a safe and sustainable way, which includes educating customers, stakeholders and partners about safer gambling initiatives.”
Kindred’s latest update on its sustainable gambling campaign also revealed that the percentage of detected customers that exhibited improved behaviour after interventions came in at 86.8 per cent.
This continues a slight downward trend that was witnessed in the previous quarter. In Q4 2023, this figure stood at 87.4 per cent, falling to 87.1 per cent in Q1 2024. Now, the figure has fallen by 0.34 per cent to 86.8.
Westrell continued: “We classify all customers who self-exclude for more than six months as high-risk to ensure we prioritise responsible gambling. However, we see that some customers self-exclude for reasons other than gambling concerns.
“We are actively working on improving our user experience to better distinguish self-exclusions related to actual behavioural risks, so that our high-risk data accurately reflects customers who genuinely need support to stop gambling.”
Kindred outlined that it is “fully dedicated to lowering this share of revenue and continues to see a sustainable behaviour change from players after interventions.”
