However, when compared to Q2 of last year, the group’s share of revenue from high-risk players has decreased, falling from 4.3%.

Kindred also highlighted an overall improvement in customers’ play following interventions. The so-called “improvement effect” has climbed to nearly 85%, up from 77% for the same quarter last year.

The group said this was impacted by ongoing work with a “focused and more cautious approach” towards younger players, specifically those aged 18-25. Kindred said this demographic is at a greater risk financially and “more prone to addiction.”

“Even though the share from high-risk players is flat between the first and second quarter, it is good to see an increase in the improvement effect after interventions which validates our early intervention approach,” said Henrik Tjärnström, Kindred Group CEO.

“However, we still have work to do to further decrease the number towards our ambition of 0% revenue generated from harmful gambling.”

During Q2, Kindred also partnered with QuitGamble.com, an online platform for people who want to stop gambling addiction.

This collaboration will support Kindred’s “Journey Towards Zero” alongside existing partnerships with Gamban and RecoverMe, it added.

Tjärnström echoed this sentiment, concluding: “Our focus continues to be on increasing efficiency and speed in detecting and engaging with customers at risk, as we know early intervention is critical in preventing a harmful behaviour.

“We believe that in order to achieve the best possible approach to reducing harmful gambling, we need to collaborate with different stakeholders across our industry.”