Kindred Group revenue from high-risk players below 3% for first time

Kindred Group has reported gross winnings revenue from high-risk players dropped below 3% in Q4 2024 for the first time since the firm began reporting figures for its Journey to Zero.

The 2.7% figure is down 0.5 percentage points from the 3.2% reported for the previous quarter of the year, and a fall of 0.4 percentage points from the fourth quarter of 2023.

The percentage of detected at-risk customers whose gambling behaviour improved after interventions from the operator rose from 87.3% in Q3 2024 to 92.2% the following quarter.

The report noted Q4 was a 90-day rolling period between 21 September and 19 December 2024.

Kindred said the improvement in at-risk player behaviour was due to stricter measures across key markets, better internal processes and the exiting of non-locally licensed markets following the October 2024 La Française des Jeux acquisition.

The update comes as the operator’s ‘Journey towards Zero’ ambition continues, namely, Kindred’s goal to have 0% of revenue coming from high-risk players.

Kindred first started collecting this information in Q1 2020, yet the firm had previously never managed to get the percentage below 3%. The highest level of revenue earned through high-risk players was 4.7%, in Q2 2020.

Esther Scheepers, Kindred Group head of responsible gambling, said: “It is pleasing to see the decline in high-risk revenue during the fourth quarter of last year.

“We know that the share fluctuates between quarters, but the long-term trend is showing a steady decline.

“We remain dedicated and focused on improving our systems and processes to ensure we offer our customers a safe and fun experience.”

Scheepers noted that Kindred is combining its expertise with new technology to enhance its detection capabilities, as well as adding a new detection system to its existing one to “integrate more robust compliance features and optimise our overall approach to safer gambling”.

She explained: “Furthermore, we are exploring opportunities to expand our research efforts, aiming to support data-driven discussions and looking at emerging trends in consumer protection.

“All these aspects are important to protect the integrity of the licence model and maintain a level playing field.”

Kindred also published responsible gambling data for the Swedish market alongside ATG and Svenska Spel.

The percentage of customers contacted as a result of suspected problematic gambling behaviour stood at 0.9%. Of that figure, 61.6% subsequently reduced their level of gambling.

Metrics also showed that these contacted players reduced their gambling deposits on average by 74.2%, with 2.4% opting to self-exclude from Kindred’s platform for less than six months and 2.2% self-excluding for six months or more.