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During Q4, Kindred Group—which is well-known for its online gaming brands, including 32Red and Unibet saw a favorable change in income from hazardous gambling. The income from harmful gambling was 3.1% of total revenue for the quarter, which is consistent with Q2 numbers and represents a decrease from 3.3% in both Q3 and Q1. This development is indicative of Kindred’s ongoing efforts to promote constructive change in the sector.

Alongside the decrease in revenue from hazardous gambling, there was a significant uptick in the number of players displaying better conduct after Kindred’s involvement. In Q4, 87.4% of clients showed improved behavior as a result of a Kindred action. Compared to 86.7% in Q3, 86.4% in Q2, and 83.0% in Q1, which is the highest quarterly total for 2023, a favorable trajectory is shown.

Alexander Westrell, Director of Communications at Kindred, emphasized the importance of a long-term perspective in addressing the decline in harmful gambling revenue. He stated, “It’s important to note that our Journey towards Zero data has shown a steady decrease since 2020.”

Journey to Zero and Ongoing Commitment

Kindred’s commitment to transparency and responsible gambling is exemplified through its “Journey to Zero” initiative, where the company aims to reduce revenue from harmful gambling to 0%. Although the 0% goal was not achieved within the targeted timeframe of 2023, the positive trajectory in player behavior improvement after interventions, rising from 64.9% to 87.4% since Q3 2021, underscores the company-wide commitment.

Westrell highlighted the progress, stating, “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.”

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In February 2021, Kindred began releasing quarterly reports on revenue and improvement metrics related to dangerous gambling following treatments. Kindred is committed to continuing its efforts and measures to further lessen the effect of harmful gambling, even though it did not reach its 0% target.