Kindred Group, Svenska Spel and ATG partner in harmful gambling data pledge
Operator trio to release insights into problem gambling among customers in effort to improve awareness of issue
Kindred Group, Svenska Spel and ATG have joined forces to publicly publish data around problem gambling in an effort to increase public awareness of the issue.
The operator trio, which account for more than half of the regulated market in Sweden, will release data biannually across four data points.
The firms said the project would involve all the firms to “contribute to a fact-based dialogue about what is done to reduce gambling harm”.
The three operators will individually report data relating to respective operations.
The data will include the percentage of customers who are contacted as a result of problematic gambling as a top line figure.
The data sets will also divulge the effect of proactive contact by measure of the share of customers who reduce their gambling.
Additionally, the operators will disclose how much those individuals had reduced their gambling output, and the share of contacted customers who choose to self-exclude themselves.
Since February 2021, Kindred has disclosed what percentage of its revenue comes from harmful gambling.
Ahead of its Q3 trading update, the Stockholm-listed firm confirmed this figure rose to 3.8% after remaining flat at 3.3% in Q1 and Q2.
Henrik Tjärnström¸ Kindred Group CEO, said the new data set would help inform the public on how to deal with harmful gambling and would provide greater transparency on behalf of the industry.
Tjärnström said: “These key metrics, which we will report every six months, will make it easier for our stakeholders to follow and understand how we, with the help of regulations, technology, research and human contact, work to counteract harmful gambling.
“We believe that a more fact-based and open dialogue contributes to increased trust in our industry and makes other operators more inclined to follow suit.
“This recent initiative between ATG, Svenska Spel and us creates further transparency in the Swedish market. I am convinced it will encourage the gambling industry, and those associated with the industry, to work harder towards a more sustainable form of entertainment,” he added.