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Kindred pursues its ambition to reach 0 percent revenue from harmful gambling

July 21, 2022

Kindred Group, which is committed to transform gambling by being a trusted source of entertainment that contributes positively to society and has set an ambition to reach zero per cent revenue from harmful gambling by 2023, has announced that its share of revenue from harmful gambling remained at 3.3 percent in the second quarter of 2022.

During the second quarter of the year, Kindred entered a new collaboration with to promote their online community for people who want to stop gambling addiction, an addition to Gamban and RecoverMe as well as its own responsible gambling tools. This new deal enhances its responsible gambling offering to players who may be experiencing gambling related harm. These partnerships are a key part of Kindred’s journey towards zero, as its ambition is only achievable with further collaboration between industry, regulators, researchers and other key stakeholders’ groups.

“Even though the share from high-risk players is flat between the first and second quarter, it is good to see an increase in the improvement effect after interventions which validates our early intervention approach. However, we still have work to do to further decrease the number towards our ambition of zero per cent revenue generated from harmful gambling”, said Henrik Tjäström, CEO of Kindred Group. “Our focus continues to be on increasing efficiency and speed in detecting and engaging with customers at risk, as we know early intervention is critical in preventing a harmful behavior. We believe that in order to achieve the best possible approach to reducing harmful gambling, we need to collaborated with different stakeholders across our industry. For this reason, we are pleased to be promoting to provide additional support to those in need”, he added.


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