Kindred: Revenue From Harmful Gambling Static In ‘Journey Towards Zero’

Written By Hannah Vanbiber on November 1, 2023 - Last Updated on November 3, 2023
Image of people on their phone with the logo of Kindred, which reported revenue from harmful gambling and trends in customer behavior

Online gambling operator Kindred Group (formerly Unibet Group) reported a 3.3% share of revenue from harmful gambling in the third quarter of 2023.

The group has committed to reporting this percentage quarterly as part of their “journey towards zero.” The company aims, over time, to achieve “zero percent of the revenue from our platform should be generated from harmful gambling.”

The quarterly report also tracks the improvement in customer behavior after specific interventions. That number has improved each quarter from Q4 of 2022, when it was 82.1%.

Kindred, which features a platform in the NJ online casino landscape, reports an improvement percentage of 86.7% for Q3 of 2023.

How Kindred tracks harmful gambling

Kindred tracks its “journey towards zero” by defining customer risk groups. According to the company, “[W]e report on the share of customers that change their behaviour in a positive direction after intervention has been implemented as a result of being detected by our responsible gambling prevention system.”

The various customer groups include:

  • Social gambler
  • Low risk
  • Medium risk
  • High risk

Kindred, which owns several popular gaming brands including Unibet Casino NJ, categorizes the first three groups as “sustainable players.” The final group, “high risk,” are considered harmful players. Kindred aims to have zero revenue from the high-risk group.

They defined high risk as:

  • Someone who tells Kindred they have a problem.
  • Someone who excludes themselves for six months or more on the website.
  • Someone who is detected by the player monitoring system for the highest risk.

Kindred’s interventions include exclusion from all of Kindred’s products and services, flagging to a relevant national exclusions scheme, and providing information on how to access professional support services.

More details of the Kindred revenue report

Kindred’s report includes numbers each quarter since Q4 of 2022. Here’s how the most recent quarter stacks up.

Kindred Group Global StatisticsQ4 2022Q1 2023Q2 2023Q3 2023
Share of gross winnings revenue from high-risk players3.5%3.3%3.1%3.3%
Improvement effect after interventions


As you can see from the numbers, the trend of their share of harmful gambling has stayed fairly static. However, the trend for detected customers improving gambling behavior is moving in a positive direction as Kindred continues its “journey towards zero” campaign.

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Hannah Vanbiber

Hannah Vanbiber is a contributing writer for PlayNJ after starting her journalism career in Chattanooga, Tennessee. From covering local sports, entertainment and business in East Tennessee, Hannah now covers legal gambling for New Jersey and New York as well as covering women's sports and sports betting in the New York metropolitan area.

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