Kindred's journey to zero: Revenue from high-risk players slightly increased in the first quarter

The first quarter of 2024 saw a slight increase in revenue from high-risk players compared to the last quarter of 2023, with 3,2% of gross winnings revenue from this group of players. Kindred remains fully committed to reducing this revenue share and continues to see positive behavior change from players following the interventions

Kindred Group plc's (Kindred) share of revenue from high-risk players showed a slight increase to 3,2% (Q4 2023: 3,1%) in the first quarter of 2024. Compared to the first quarter of 2023, the share of high-risk revenue decreased marginally. The percentage of detected customers who showed improved behavior after the interventions stood at 87,1% (compared to 87,4% in the fourth quarter of 2023 and 83,0% in the first quarter of 2023). This sustained trajectory in the improvement effect after interventions, observed over a prolonged period, is testimony to the strong dedication and collective efforts across the company. It reflects Kindred's ongoing commitment to driving positive change within the industry.

"We continue to see our share of revenue from high-risk players fluctuate from quarter to quarter and are working closely with all teams across the company to support customers towards a more sustainable gaming experience. However, it is encouraging to see that our Journey towards Zero data has steadily declined since 2020. A similar trend can be observed through the effect of healthier gaming behavior following interventions. This tells us two things: our work is paying off, but we must continue to push ourselves to push sustainable progression", he claims Alexander Westrell, director of communications at Kindred Group.

"It was very encouraging to witness the open and transparent discussions at the Sustainable Gambling Conference in London on 20 March, where those with lived experiences shared their important stories. Furthermore, it is clear that the technology is progressing and will provide greater opportunities for detection and intervention in the future. We hope to see more regulators engaging with industry and experts to ensure a more sustainable industry for all“, continues Alexander Westrell.

In February 2021, Kindred began reporting its share of harmful gambling revenue and reports this data and the improvement effect after interventions every quarter. This is a key part of Kindred's work to promote factual and transparent dialogue, paving the way for a more sustainable industry.

About Kindred's journey to zero  

Kindred Group is committed to transforming gambling by becoming a trusted source of entertainment that positively contributes to society. Therefore, Kindred has set itself the ambition of achieving zero percent revenue from harmful gambling and reporting this metric on a quarterly basis. This is to increase transparency, to support fact-based dialogue on harmful gambling and to raise awareness of the Group's sustainability work. To find out more, visit: www.kindredgroup.com/zero