Kindred Group plc (Kindred) share of revenue from harmful gambling for the third quarter of 2023 was 3.3%. In the past quarter, automated interventions have been rolled out continuously and enhanced features in the safer gambling toolkit have been implemented to provide a more comprehensive responsible gambling journey across Kindred’s brands. The data for 2023 indicates that while the trend is consistent, more needs to be done. While Kindred continues to work actively to achieve a safer gambling experience for all customers, it also recognises that further steps need to be taken to establish a long-term sustainable industry across all markets. A positive trend is seen across detected customers improving their gambling behaviour after an intervention. This quarter, 86.7% of detected customers improved their behaviour after interventions.
“Our commitment to progress continues as we roll out further PS-EDS (Player Safety Early Detection System) automated interventions; this has enabled us to increase the volume of cases handled and improve the speed at which we can provide interventions. The short, customer-friendly messages provide tailored insight into the customer’s gambling activity, promoting awareness and encouraging using our Responsible Gambling tools,” the company said.
Sara Lennartsson, Sustainability Partner at Kindred Group, said: “As a Sustainability Partner I work with tasks that are related to us being a sustainable and responsible operator. That includes outbound contacts regarding responsible gambling, compliance and GDPR.”
Sara is part of a team responsible for all personal outgoing communication related to PS-EDS and responsible gambling. Working as a Sustainability Partner requires specific training where the team have learning sessions and discussions about their responsibility to improve their work, processes and outcomes.
She explains how Sara and the Sustainability Partners work: “A Sustainability Partner handles the contact with customers that have been detected on our monitoring system PS-EDS and escalated by the Player Risk Team after a manual review to perform a personalised intervention. We then review the customer profile, and prepare for the needed interaction, for example a phone call. Although prepared for the call, you never know how the customer will receive our communication. When we are asked to do a phone call, we always try to get a hold of the customer and if they don’t answer we implement other safety tools, initiatives or communication channels. Most are very friendly, and we have a great conversation about their gambling and gambling in general. I have to say the majority of customers appreciate us reaching out to them. They know we are doing this because we care about their wellbeing.”