The Kindred Group is taking a unique approach to tackle problem gambling when it is from one of its customers.
Through its “The Journey to Zero” program in which the company strives to reach 0% revenue from harmful gambling, Kindred revealed its findings from Q4 in 2023. Kindred also reported the improvements those same bettors made after the gambling operator reached out to them.
In Q4 of last year - a 90-day period between Sept. 20 and Dec. 18 - the Kindred Group made 3.1% of its revenue from high-risk players, compared to 3.3% in Q3. On top of that, the percentage of customers who exhibited improved betting behaviors after interventions climbed to 87.4% from 86.7% in the previous quarter.
“This progress shows in our transparent reporting and consistent work," said Alexander Westrell, director of communications at Kindred Group. "It highlights our company-wide commitment, and has become a core part of Kindred's DNA."
How to find high-risk gamblers
Kindred’s model uses an algorithm to flag users who exhibit symptoms of problem gambling.
There are eight risk indicators and if six or more of these categories are triggered, an automated message is sent to the bettor, followed by a more personal follow up. The flagged actions include visiting the bonus page a number of times despite no bonus money being available, a number of reversed withdrawals, and a decrease in risk aversion.
These tools may be helpful to the operators in North America since Kindred announced it is exiting the sports betting market on the continent.
