The Kindred Group is one of the biggest gambling operators in the world, with the group consisting of nine betting brands that include Unibet and 32Red among them.
Despite the size of the company and its global operations, the organization is looking to do a world of good across an industry that has often been looked at with a negative perception from various external sources.
One way in which they are looking to make a positive impact is in their quest to go towards being zero in terms of their sustainability. A huge commitment and something that will take a lot of effort, the Kindred Group’s results in Quarter 2 for 2023 shows that they are being as robust as possible in their commitment in achieving it.
The results from Q2 showed that they had managed to minimalize harmful gambling significantly as they continue to work on the program that they launched in February 2021, titled “Journey Towards Zero”.
In the most recent sharing of results, they revealed that the company’s share of revenue from harmful gambling was at 3.1%, which was a huge decrease in comparison to other quarter results that have been published. These results helped to highlight the efficacy of their intervention programs, as they scored 86.4% in terms of the improvement effect that was experienced.
What is the “Journey to Zero” initiative?
In what can only be described to be a highly ambitious campaign, the “Journey to Zero” initiative is Kindred’s cornerstone policy that relates to responsible gambling. The group have looked at ways in which they can minimalize revenues obtained from harmful gambling, as they look to encourage more positive play and sustainability.
The campaign has been designed to measure and disclose the share of revenue from gambling that is not of a positive nature, while also detailing the impact of the interventions that they have in place. As highlighted, the revenue generated declined from 3.8% to 3.1% in Q2, while the improvement effect had improved from 82.6% to 86.4% after interventions had been made. As a result of the decline in revenue and the increase in improvements, this shows that Kindred’s ambitious plans are working.
Players who use their casino brands and services will have likely noticed that they are now being better protected following the introduction of this initiative, as they are able to enjoy responsible gambling practices more widely. They can use self-exclusion services and deposit tools such as limits to help them remain in control of what they spend, thus allowing them to have a positive experience whenever they play.
What impact could Kindred Group’s “Journey to Zero” initiative have on others?
Responsible gambling has become a huge part of the gambling industry over the last several years, with companies and the industry as a whole looking to become more sustainable and protective in terms of offering players a safer experience than before.
Kindred’s “Journey to Zero” campaign could be one that could be replicated by other big global operators across the industry, especially as these policies become more important. Governments around the world are beginning to introduce stricter and more stringent rules and legislature that needs to be followed, with responsible gambling and sustainability at the forefront.
The initiative could change the way gambling companies operate, especially as they have managed to make it as transparent as possible. It tracks revenues publicly and continually, thus ensuring that harmful gambling can be eradicated in the most efficient way possible, while also offering other benefits. These include:
- Improved player protection – players of a high-risk can be protected from harmful gambling. Each operator has players in this category, but with this initiative showing it can work, there is every chance that it could work for other brands.
- Improved trust – with transparency being a key part of the campaign, trust can be built, which can improve a company’s reputation. This could then lead to more customers, especially if they know how they are being protected and how responsible gambling is being promoted.
Final Thoughts
The newest findings published in the Kindred Group’s latest report highlight that their commitment to getting to zero is showing progress and is working. Although there is still a lot of work to do, there are plenty of positives being achieved.
The rest of the iGaming industry could look to follow suit if it continues to shine a bright light and help enhance responsible gambling policies that have been scrutinized globally in recent years.