Kindred continuing progress to Journey To Zero as problem revenue rates hit 3.1%

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Kindred Group has offered an update on its goal to generate none of its revenue from problem gamblers, noting that the figure is continuing a downward trend. 

Updating its quarterly Journey To Zero report, Kindred explained that it had generated 3.1% of its revenues from harmful gambling in Q2 of 2022, a drop from the 3.3% in Q1. 

Nils Andén, Interim CEO of Kindred Group, commented: “Our ‘Journey towards Zero’ ambition is an important parameter for Kindred and our ability to contribute towards a fact-based dialogue on how to establish a more sustainable gambling industry. It also acts as a fundamental metric in Kindred’s internal efforts to improve our responsible gambling efforts. 

“We have always been clear on that we will not achieve this ambition overnight. Collaboration across industry stakeholders remains a critical success factor, such as our collaboration with the Swedish treatment center Spelfriheten where we address harmful gambling by combining our complementary expertise towards a common goal.”

Kindred, which is live in the US with its Unibet Sportsbook and Casino brand, first unveiled its objective of achieving 0% revenue from harmful gambling in H1 2021.

The 3.1% reported this week represents the closest that the group has come to achieving its goal, while it has reported a record-high improvement effect after interventions, which stood at 86.4%.

Since the launch, however, there have been fluctuations in the efficacy of the group’s strategy, with a high of 3.8% recorded in Q3 of 2022. However this year the figure has steadily dropped and Kindred remains confident of hitting 0% in the future.

Meanwhile, Kindred is currently going under a transitional phase, with Nils Anden in the interim CEO position following the departure of long-serving predecessor Henrik Tjarnstrom. This was the headline of a raft of C-Level changes earlier this year when the firm went under a strategic review that could result in a full or partial sale of the entire business. 

Kindred’s US future is also uncertain after it left the Iowa market in Q4 of 2022, but since then has begun to roll out its proprietary tech platform in New Jersey and Pennsylvania as it focuses on cross-selling markets.