Kindred Group reports decrease in high-risk player revenue in Q2

Swedish online gambling giant Kindred Group announced a continued decline in revenue from high-risk players in Q2 2024, attributing the decrease to "a sustainable behaviour change" resulting from strategic interventions.

The company’s share of revenue from high-risk players decreased to 3 per cent from 3.2 per cent in the first quarter, the company said in its Journey Toward Zero report. The percentage of detected customers who exhibited improved behaviour after interventions came in at 86.8 per cent, compared to 87.1 per cent in Q1 2024 and 86.4 per cent in Q2 2023.

"Our share of revenue from high-risk players has been stable over the past quarters, however, we are pleased to see the long-term trend of a slow decline. We are working hard across the group to ensure our customers enjoy our products in a safe and sustainable way, which includes educating customers, stakeholders, and partners about safer gambling initiatives," said Alexander Westrell, Director of Communications at Kindred Group.

"We classify all customers who self-exclude for more than six months as high-risk to ensure we prioritise responsible gambling. However, we see that some customers self-exclude for reasons other than gambling concerns. We are actively working on improving our user experience to better distinguish self-exclusions related to actual behavioural risks so that our high-risk data accurately reflects customers who genuinely need support to stop gambling," Westrell added.

In February 2021, Kindred started to communicate about its share of revenue from harmful gambling and reports this data and the improvement effect after interventions each quarter.