Kindred Group Plc has been the first to disclose its share of corporate profits ‘derived from harmful gambling’ in the industry.
As part of its safer gambling mandate, the Stockholm-listed online gambling group will publish its latest “transparency metric” in which the firm aims to reach “zero percent of harmful gambling revenues by 2023.”
Updating its corporate stakeholders, Kindred disclosed that the organisation posted a 4.3 percent share of gross winnings from players considered ‘high risk’ during Q4 2020 trading.
A further group-wide calculation of ‘safer gambling efficiencies’ is shared with the high-risk statistic, reporting a 75.7 percent’ change effect following customer interventions.
New accountability indicators
Going forward, as a separate section in its group-wide financial reporting, Kindred will introduce the new accountability indicators, reminding stakeholders of ongoing changes in the company’s sustainability commitments.
Healthier gambling habits
Backing the Directive, Henrik Tjärnström, CEO of Kindred Group, commented: “We constantly strive to become even better at identifying players that exhibit risky gambling behaviour and guide them back to healthier gambling habits.”
“We want gambling to be simple and enjoyable for everyone. Reducing harmful gambling in society is a long-term process which requires a fact-based, open, and constructive dialogue, not least with decision-makers. We want to contribute to that.”
‘Zero percent’ sustainability target
Leading Kindred, Tjärnström expressed optimism that by 2023, as currently 98 percent of players are known as recreational customers across Kindred brands, the organisation will achieve its ‘zero percent’ sustainability target.
Launched as one of the first in the online gambling industry, Tjärnström highlighted the usefulness and complexity of Kindred’s safer gambling platform in terms of its player resources, targeting early intervention accuracy and effectiveness.
Improving industry standards
Tjärnström emphasised that Kindred will strengthen its open dialogue with key stakeholders on improving industry standards and addressing risks by releasing its latest safer gambling statistics on company reports.
“The most important thing decision-makers can do right now is to reduce the flight to unlicensed gambling operators, who fail to provide players with any safety measures whatsoever. The so-called channelisation must increase, ” Tjärnström added.
“In order to evaluate our own sustainability work and to counteract harmful gambling, we continuously measure how our efforts contribute to healthier gambling together with how much of our revenue that comes from harmful gambling. We want to share these figures to increase the understanding of our long-term sustainability work and contribute to a safer gambling experience. Local market regulation is an important part to achieve this.”