In the first quarter of 2022, Kindred’s share of revenue from harmful gambling decreased to 3.3 per cent, down from 3.9 per cent in the same quarter the year before, it announced on Tuesday.
This positive trend reflects seasonal trends, as the first quarter historically sees a lower share of revenue from harmful gambling year on year, as well as an optimised process for manual interventions towards high-risk customers.
The operator reports that this has resulted in fewer customers being re-detected following interventions, leading to a more sustainable gambling behaviour which is one of the ambitions outlined in its roadmap.
Kindred also details having continued its more cautious approach to younger players (aged 18 to 25), since this group is at a higher risk of harmful gambling and is more prone to addiction, with the drive having resulted in a larger decrease in the percentage of harmful gambling revenue amongst this demographic.
During the quarter, Kindred also updated its improvement effect metric after interventions. Instead of only focusing on financial indicators, the metric now includes behavioural indicators, which is more aligned with Kindred’s detection system, PS-EDS.
“We started 2022 with a focus on targeted deliveries. Our team has specifically focused on optimising our manual interventions further, resulting in a higher percentage of customers showing healthier gambling behaviour after they have been detected and contacted by our responsible gambling team”, commented Henrik Tjärnström, CEO of Kindred Group.
Kindred has also entered a collaboration with the team behind the RecoverMe app, which uses research-proven techniques to help users regain control of their gambling habits. Thanks to the collaboration, Kindred can offer the app to its customers for free, initially in the UK and the US.
”Only eight per cent of individuals with problem gambling seek help due to the stigma associated with the addiction, inaccessibility and lack of awareness of treatment options. RecoverMe’s partnership with Kindred is a vital lifeline in helping us provide care to those that need it most,” explained Tejus Patel, Junior Doctor at King’s College Hospital NHS Foundation Trust and co-founder of RecoverMe.
“We believe passionately that collaboration with organisations like Kindred will help us reach those that need support and historically have been individuals who are difficult to reach and access therapy.”
Mr Tjärnström added: “I am very proud that we have entered the collaboration with the team behind the RecoverMe app, ensuring we can offer this service for free to all our customers in the UK and the US. We are also sponsoring additional PhD programmes on addiction studies, enabling these students to study and work full-time in academia.
“Our focus right now is to continue to increase efficiency and speed in engaging with detected customers as early intervention is critical in preventing a harmful behaviour.”
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