Kindred Group Releases Harmful Gambling Revenue Figures

Kindred Group (STO: KIND-SDB) has long been dedicated to promoting safe gambling and has stated ambition that none of its revenue should come from harmful gambling by 2023. Now, it has become the first operator to report the share of its revenues that come from harmful gambling.

Kindred will be sharing the figure together with a measurement of how efficient Kindred’s tools are at helping players regain control of their gambling and play in a safe manner. It is hoped that by publishing the figures, Kindred will be able to increase knowledge about sustainable gambling and help decision-makers implement effective strategies.

According to the figures published this week, roughly 98% of players on Kindred Group’s platforms play responsibly. The figures also showed that in quarter four of 2020, 4.3% of the gross revenue came from high-risk players and the improvement effect after interventions was 75.7%.

Henrik Tjärnström CEO Kindred Group

Our ambition is that zero per cent of our share of revenue should come from harmful gambling, which we have worked towards for several years. We constantly strive to become even better at identifying players that exhibit risky gambling behaviour and guide them back to healthier gambling habits. We want gambling to be simple and enjoyable for everyone. Reducing harmful gambling in society is a long-term process which requires a fact-based, open, and constructive dialogue, not least with decision-makers.

Henrik TjärnströmCEO Kindred Group

Tjärnström added, “The most important thing decision-makers can do right now is to reduce the flight to unlicensed gambling operators, who fail to provide players with any safety measures whatsoever.”


Kindred Group developed its safer gambling program a number of years ago. It has several key elements, including increased precision to make faster and more accurate identifications of harmful gambling, better support tools for players, and clearer communication with players to ensure rapid intervention when needed.

The company will be publishing updated figures on revenue from harmful gambling every quarter together with a measurement of the effectiveness of its anti-harmful gambling measures.

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