In addition, Kindred has agreed a partnership with RecoverMe, which supports users in regaining control of their gambling habits.
It is worth noting, however, that in its last report, Kindred's revenue from harmful gambling had actually gone up.
Year-on-year, the first quarter typically sees lower shares of revenue from harmful gambling, as well as an optimised process for manual interventions towards high-risk customers.
This has resulted in fewer customers being re-detected following intervention and a more sustainable gambling pattern of behaviour, which is one of the aims within Kindred’s roadmap.
In addition, Kindred has continued its more cautious approach with the younger demographic of those aged 18 to 25; this group is considered of higher risk to harmful gambling and more prone to addiction.
“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”, says Henrik Tjärnström, Kindred Group CEO.
Tejus Patel, Junior Doctor at King's College Hospital NHS Foundation Trust and RecoverMe Co-Founder, said: ”Only 8% of individuals with problem gambling seek help due to the stigma associated with the addiction, inaccessibility and lack of awareness of treatment options. RecoverMe’s partnership with Kindred is a vital lifeline in helping us provide care to those that need it most.
"We believe passionately that collaboration with organisations like Kindred will help us reach those that need support and historically have been individuals who are difficult to reach and access therapy."
Maris Catania, Head of Responsible Gambling at Kindred Group, spoke to Gambling Insider about this topic at a live GI Huddle during ICE London.
Kindred's work in this area has, in fact, led it to victory at the Global Gaming Awards twice in the Social Responsibility category. The latest of these triumphs came at the Global Gaming Awards in London earlier this month.
