The Kindred Group has reported on the progress of its “Journey towards Zero” initiative, which aims to minimize the funds derived from problem gambling. The company announced that only 3.1% of its revenue in Q4 2023 came from harmful gambling, an improvement from the 3.3% reported in Q3. Furthermore, the healthier gambling behavior effect after interventions also showed improvement, reaching 87.4% compared to 86.4% in Q3.
Kindred Group reiterated its commitment to further decreasing the percentage of revenue derived from harmful gambling, with the ultimate goal of ceasing to take money from harmed players altogether. The company emphasized its dedication to promoting healthier and sustainable gambling practices within the industry.
The initiative aims to transform the gambling industry and position Kindred as a trusted provider of entertainment. The company continues to prioritize transparency and actively supports a fact-based dialogue about problem gambling.
Alexander Westrell, the director of communications at Kindred Group, highlighted the long-term view required to address the decline in revenue from harmful gambling. He noted that the Journey towards Zero initiative has consistently shown a decrease in funds derived from harmful gambling since its inception in 2020. Westrell also pointed out the significant improvement in healthier gambling behavior after interventions, underscoring the company’s commitment to driving positive change.
Kindred has been transparently reporting its share of revenue from harmful gambling since 2021 and regularly provides updates on the improvement effect after intervention. In addition to the progress on the “Journey towards Zero” initiative, Kindred also announced a new partnership with Optimove for CRM marketing solutions, further enhancing the company’s efforts to drive positive change in the industry. Under the agreement, Optimove will power Kindred’s flagship Unibet brand with the necessary tools for growth.