Kindred Group reveals 3.3% of Q1 2022 revenue came from harmful gambling

Kindred has announced that 3.3% of its revenue generated in the first quarter of 2022 came from harmful gambling.

This is the same figure posted by the company in Q3 2021, yet it is a 17.5% fall from the 4% recorded by the Stockholm-listed operator in Q4 2021.

Kindred, which has set the goal of reaching zero revenue derived from harmful play by 2023, has also teamed up with RecoverMe app which uses “research-proven techniques to help users gain control of their gambling habits”.

The operator said while the first quarter historically sees “lower shares of revenue from harmful gambling”, Kindred has optimised its process for manual interventions towards high-risk customers, especially in the 18-25 year old demographic.

During Q1, instead of relying solely on financial indications, Kindred changed the improvement effect metric after interventions to incorporate behavioural indicators, which better fits with the operator’s detection system, PS-EDS.

This figure also represents an improvement year-on-year (YoY) from 2021, when 3.9% of revenue was attributed to harmful gambling.

Henrik Tjärnström, Kindred Group CEO, said: “We started 2022 with a focus on targeted deliveries. Our team has specifically focused on optimising our manual interventions further, resulting in a higher percentage of customers showing healthier gambling behaviour after they have been detected and contacted by our responsible gambling team.”

On the partnership with the RecoverMe app, Tjärnström commented: “I am very proud that we have entered the collaboration with the team behind the RecoverMe app, ensuring we can offer this service for free to all our customers in the UK and the US.

“We are also sponsoring additional PhD programmes on addiction studies, enabling these students to study and work full-time in academia. Our focus right now is to continue to increase efficiency and speed in engaging with detected customers as early intervention is critical in preventing a harmful behaviour,” Tjärnström added.

Kindred’s 0% revenue from harmful gambling strategy focuses on teaching customers about safer gaming behaviours, investing in player safety technology, and cooperating with research organisations to identify people at risk earlier.

The company is due to publish its financial performance for the first quarter of the year on Thursday, 28 April.