Henrik Tjärnström, CEO of Kindred Group, commented: “We are pleased to see that the percentage of revenue coming from harmful gambling has decreased. While we welcome this decrease, we do understand that we still have to work hard to further decrease this number.

"In line with our roadmap, our operational teams have worked to implement more proactive customer interactions, and this has resulted in an increase in the use of control tools to help customers stay in control.”

Since the group aged 18 to 24 is more prone to addiction and at a higher financial risk, Tjärnström explained the group has taken “a more cautious approach” towards the younger demographic and has set up certain specially designed approaches to minimise the risk of problem gambling among young users.

Kindred’s Head of Responsible Gambling and Research, Maris Catania, together with her PhD tutor, Professor Mark Griffiths, released a research paper that studies and examines the application of DSM-5 criteria for gambling disorder to actual online gambling behaviour.

The study represents the basis for Kindred’s behavioural monitoring system. Professor Griffiths mentioned that limiting harmful gambling means having to identify the behaviour in the first place. Kindred Group is planning to conduct more similar studies that could help identify potential markers of harm so they can be used in player protection.