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Kindred Group Observes Decrease in Harmful Gambling Revenue

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Kindred Group has reported a significant decrease in the proportion of revenue derived from harmful gambling in the fourth quarter. This decline indicates a positive shift in player behavior following the company’s intervention strategies.

In the final quarter, revenue from harmful gambling accounted for 3.1% of total earnings, a decrease from 3.3% seen in both the first and third quarters. This figure aligns with the second quarter’s 3.1%. The data encompasses all of Kindred’s brands, including prominent online gambling names such as Unibet and 32Red, during the three months leading up to 31 December.

Improvements in Player Behavior

This reduction in problem gambling revenue coincides with a notable increase in the number of players showing positive behavioral changes post-intervention by Kindred. In the fourth quarter, 87.4% of customers exhibited improved conduct following intervention, marking the highest quarterly improvement in 2023. The figures have steadily risen from 83.0% in the first quarter to 86.7% in the third quarter.

Kindred attributes this consistent upward trend to the company’s relentless commitment and collective effort to instigate positive change within the industry.

Addressing the decline in revenue from harmful gambling requires a long-term view. It’s important to note that our Journey towards Zero data has shown a steady decrease since 2020. Since the third quarter of 2021, the healthier gambling behavior effect after interventions has improved from 64.9% to 87.4%. This progress shows in our transparent reporting and consistent work. It highlights our company-wide commitment and has become a core part of Kindred’s DNA.

Alexander WestrellKindred Director of Communications

Since February 2021, Kindred has been transparently reporting on harmful gambling revenue and the impact of interventions as part of its ‘Journey to Zero’ campaign. The initiative aims to reduce harmful gambling revenue to zero percent. Although the 2023 target was not fully met, Kindred remains dedicated to achieving this goal.

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