Kindred Group reports decrease in revenue from high-risk users

Imago

Kindred Group, owners of 32Red and Unibet, have detailed a notable decrease in revenue accrued from high-risk players during Q4 2024. 

Revealed in a report released on 11 February, the entity outlined that the share of income attained from high-risk individuals stood at 2.7% – a decrease on the 3.2% figure seen in the same quarter for the previous year. 

Crucially, the 32Red and Unibet parent company have observed a marked increase in the number of players who “exhibited positive behaviour” following interventions; at 92.2% in Q4 2024. In Q3 2024, this metric sat at 87.3%; while Q2 2024 saw 86.8% of Kindred-based users display constructive patterns of play after an intervention. Therefore, year on year, those exhibiting positive behaviour has increased by 4.9%.

Kindred attributes these latest bolstered numbers to stringent measures being upheld in vital markets, upgraded in-house strategies and the departure from non-locally licensed environments; following the October 2024 takeover of the group by La Francaise des Jeux (FDJ). This altered internal protocol reflects the company’s “broader commitment to maintaining high regulatory standards and fostering safer gambling practices.”

The iGaming conglomerate has published refreshed quarterly statistics relating to revenue earned via high-risk players, since February 2021, in a bid to improve transparency pertinent to its intervention practices and enhance industry sustainability. These efforts complement annual reports for the Swedish market – as Kindred collaborates with authorities in Sweden to upload responsible gambling data.

Kindred Group’s head of responsible gambling, Esther Scheepers, commented on the positive trend: “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 also discussed future responsible gambling strategies developed in tandem with regulatory bodies: "The increased focus on responsible gambling by regulators and the industry is welcomed. From our end, we see that by combining our expertise with emerging technologies, we can further enhance detection capabilities. We are currently working on our existing detection system in combination with an additional system that will enable us to integrate more robust compliance features and optimise our overall approach to safer gambling. 

“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.”

The disclosure of this data comes as Kindred Group is set to unveil a full-scale report for FY2024 soon.

To learn more, visit our responsible gambling page which also offers resources and advice on where to seek help if needed.