Kindred’s Journey towards Zero: A Commitment to Sustainability

journey towards zero
Kindred Group works towards a sustainable industry and aims for zero revenue from harmful gambling through improved customer support, responsible technology, and open operations, taking a leading role in responsible gambling.

Kindred Group is unwavering in its commitment to promoting a sustainable industry in all markets it operates in. As part of this effort, the company has made a pledge to achieve zero revenue from harmful gambling and has been working towards this goal for the past two years.

In the fourth quarter of 2022, Kindred saw a decrease in its share of revenue from harmful gambling, which dropped from 3.8% in the third quarter to 3.3%. This is a notable accomplishment, especially considering the holiday season often results in an increase in high-risk gambling. This decrease was achieved through improved approaches to younger customers, reducing harmful gambling, and enhancing existing interventions, resulting in fewer faulty customer detections.

Moreover, 82.1% of detected customers showed improved gambling behavior after being contacted by Kindred’s responsible gambling team. This is in line with levels seen in previous quarters and highlights the significance of the company’s intervention efforts.

kindred's journey towards zero stats
Source: Kindred Group

To further promote sustainability, Kindred launched a new initiative that focuses on disclosing data and the Journey towards Zero Panel. This is a testament to the company’s dedication to collaboration and its ongoing efforts to promote responsible gambling.

Additionally, Kindred has been proactively investing in responsible gambling technology and tools to better identify and assist customers who may be at risk of harm. The company’s responsible gambling team works closely with customers to understand their behavior and to provide support and resources as needed. This proactive approach has been instrumental in reducing the share of revenue from harmful gambling and improving customer outcomes.

Kindred is also dedicated to being transparent in its operations and is committed to sharing information and data with relevant stakeholders in a project named “Journey towards Zero”.

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Elly Smith

Elly Smith

Elly Smith is a journalist working full time for She is passionate about covering trends and new tech the iGaming industry.