Kindred works to zero revenue linked to players with game problems

Kindred Group’s goal of zeroing its revenue linked to excessive players has stalled, according to the company’s latest report. The company released an update revealing that the group’s total share during Q2 2022 is currently 3.3%, the same as Q1 2022 and Q3 2021.

On the other hand, the fact that the number has remained stable for the last two quarters still shows a marked improvement in the fourth quarter of 2021 when the share of harmful gambling stood at 4%, showing a positive effect since Kindred announced its ‘Journey to Zero’, a commitment to zero this revenue made last year.

In addition, the group detailed progress on the ‘improvement effect after interventions’, which rose consistently from 64.9% in Q3 2022 to 84.7% from April to June this year – during the two intervening quarters it also rose. to 79.2% and 83.1%, respectively.

“While high-risk player participation is stable between the first and second trimester, it is good to see an increase in the improvement effect following interventions that validate our early intervention approach,” said Henrik Tjärnström, CEO of Kindred Group.

“However, we still have work to do to further decrease the number towards our ambition of zeroing the revenue generated by harmful games.”

Kindred adopts strategy focused on 18-25 year olds

Additionally, Kindred disclosed that a ‘focused and more cautious’ strategy was adopted for the 18-25 age group, the age group identified as most financially risky and most prone to problem gambling behavior.

The company detailed that it has taken a personalized approach to punters in this age group over the past year, implementing loss limits and ‘humanized intervention’, while its responsible gaming analysts have operated with greater caution in managing these consumers.

Tjärnström added: “Our focus remains on increasing efficiency and speed in detecting and engaging with customers at risk, as we know that early intervention is critical to preventing harmful behavior. We believe that in order to achieve the best possible approach to reducing harmful gambling, we need to collaborate with different stakeholders in our industry.”

In pursuit of its goals, Kindred announced a partnership with, an online platform that supports the treatment of problem gamblers through its online community, which provides video courses, mobile apps, guides and a self-assessment test. .

The company explained that partnerships will continue to be a key part of its responsible betting strategy as the company seeks to foster collaboration between safer gaming stakeholders such as regulators, researchers and the gaming industry itself.

“We are proud to collaborate with Kindred,” commented Anders Bergman, founder of “It’s a guarantee of quality, and the collaboration will help us support more people.”