Kindred publishes responsible gambling metrics for Swedish market

The key metrics, which are submitted to the Swedish Gambling Authority every six months, display the percentage of clients who were contacted due to suspected or confirmed problematic gambling behaviour.

The Swedish licensed operators Kindred, ATG, and Svenska Spel agreed to publish four important metrics publicly starting in the fall of 2022. This is being done in an attempt to spread awareness of and knowledge about the companies' efforts to promote responsible gaming.   Per the data, the percentage of Swedish customers who are contacted as a result of suspected or detected problematic gambling is 0.5%. Of gamers that are contacted, 77% reduced their gambling activity, with 76% reducing their deposit amounts.   Furthermore, those contacted who chose to self-exclude from Kindred for less than six months was at 1.4%, while those who chose to exclude themselves for six months or more was 0.5% of the people that were contacted.   Hendrik Tjärnström, CEO of Kindred Group, said: "Our decision together with ATG and Svenska Spel to openly publish important customer behaviour data, in addition to our Journey towards zero ambition, will make it easier for our stakeholders to follow and understand how we, with the help of regulation, technology, research and human interaction, work to prevent harmful gambling.   “We believe that a more fact-based and open dialogue contributes to a more sustainable industry and we hope other operators will follow."   Meanwhile, according to its unaudited trading update, Kindred Group recently reported total group sales of about £305 million ($372.6 million), representing a "strong" year-over-year growth. While total revenue increased by 24% over the same time in the previous year, excluding the Netherlands, this increase was only 3%.   With a 25% rise over the fourth quarter of last year, Kindred saw 1.83 million active consumers throughout the quarter, which is its second-highest recorded total. Spending on marketing before and during the World Cup helped to promote this growth.