Kindred unveils RG-focused ad campaign in Sweden

Kindred Group has released a new multi-channel advertising campaign for its Unibet brand in Sweden with a focus on responsible gambling (RG) and setting limits.

The video short features Unibet brand ambassador and New York Rangers goalkeeper Henrik Lundqvist jogging down the river in Sweden while advising customers to ‘play responsibly’.

Lundqvist’s voiceover describes how betting should always be something that is fun and enhances sport, as well as reiterating the importance of setting limits and sticking to them.

The campaign will also run across online and print.

Kindred’s Sweden general manager Dersim Sylwan said: “We have zero tolerance when it comes to problem gambling and we know that players that set realistic limits and sticks to them will have a higher long-term value than customers that don’t.

“In times where most of the gambling industry in Sweden are communicating jackpots and bonuses, we want to continue to stand out by reminding our customers about the importance of setting limits and sticking to them,” he added.

Swedish news outlet Dagens Media reported in January that Kindred is the second biggest advertiser in Sweden and number one on the list of gambling brands.

Kindred spent more than SEK985m (£82.6m) on ads in 2018, almost three times the amount spent by the operator in 2016, and the concern in Sweden is that there are too many gambling ads on TV.

Kindred CEO Henrik Tjärnström told EGR Intel this month: “People outside our industry thought this re-regulation would be the end of marketing pressure on TV, but we have had to educate them to say that this will take some time.

“Throughout 2019 we will still see lots of marketing pressure with everyone fighting for position in the market,” he added.