In an industry often scrutinized for its ethical practices, Kindred Group, alongside esteemed Swedish counterparts ATG and Svenska Spel, has taken a pioneering step. Their initiative to publish responsible gambling (RG) metrics for the Swedish market is not just a breath of fresh air but a bold stride towards transparency and accountability.
Key Takeaways:
- Collaborative Effort for Greater Transparency: This joint initiative underscores the importance of collaboration in fostering a responsible gambling environment.
- Insightful RG Metrics: The bi-annual publication of RG metrics aims to shed light on high-risk gambling behaviors and the efficacy of intervention measures.
- Enhanced Trust and Awareness: By sharing these insights, the initiative seeks to build trust within the industry and enhance public awareness on responsible gambling practices.
The journey began in autumn 2022, with an aim to cultivate a fact-based dialogue around high-risk gambling behavior. By reporting key metrics to the Swedish Gambling Authority every six months, licensed operators like Kindred Group are leading the charge in promoting a healthier gambling ecosystem.
These metrics span from the percentage of customers contacted over potential gambling issues, the outcomes of such proactive engagements, to the extent of gambling reduction among those contacted. The ultimate goal? To inform stakeholders about the nuances of high-risk gambling and to evaluate the impact of preventive measures put in place by operators.
In a move that champions transparency, the first half of 2024 saw Kindred Group sharing insights that reflect both progress and challenges. Though there was a slight decline in the percentage of customers reducing their gambling following intervention, the overall landscape shows a promising trend towards responsible gambling.
Kindred’s Unibet brand continues its partnership with the Swedish Professional Football Leagues (SEF) and Spelfriheten, a testament to their commitment to education and prevention in the realm of gambling addiction.
Moreover, a noteworthy highlight from Kindred’s recent report is the decrease in revenue generated from high-risk players, indicating a successful shift towards safer gambling practices. With 86.8% of players showing improved behavior post-intervention, the efforts of Kindred and its partners are bearing fruit.
Alexander Westrell, Kindred Group's Director of Communications, encapsulates the ethos driving these efforts: a steadfast commitment to ensuring a safe and sustainable gaming environment for all customers. Through education, regulation, and technology, Kindred Group is not just setting a standard but leading by example in the responsible gambling domain.
As this initiative unfolds, it serves as a beacon of hope and a model for the global gambling industry. By prioritizing transparency, collaboration, and proactive intervention, Kindred Group and its Swedish partners are crafting a future where gambling is not just a form of entertainment but a sustainable and responsible activity.
