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Kindred Group saw its share of revenue derived from high-risk players increase quarter-over-quarter to 3.2% in Q1 2024.

Still, that figure did mark a slight decline on a year-on-year basis, as the percentage fell from 3.3% in Q1 2023.

The operator has been publishing data on the percentage of revenue it generates from high-risk players since 2021, as part of its Journey towards Zero initiative.

The scheme underlines a stated ambition for Kindred Group to generate 0% of its revenue from harmful gambling.

In addition to reporting on the proportion of revenue coming from high-risk players, Kindred also reports the proportion of high-risk players who show improvements in their gambling behaviour and risk profile following responsible gambling interventions.

In Q1 2024, the percentage of players showing improvements after interventions was 87.1%, a slight decrease quarter-over-quarter from 87.4% in Q4 2023.

Still, the figure remains well ahead of Q1 2023’s percentage, when just 83% of players showed an improvement following interventions.

In Q2 2023, the rate of improvement among high-risk gamblers after interventions was 86.4%. 

“We continue to see our share of revenue from high-risk players fluctuate quarter to quarter, and we are working closely with all teams across the company to support customers towards a more sustainable gambling experience,” said Kindred Group director of communications, Alexander Westrell. 

“However, it is encouraging to see that our Journey towards Zero data has steadily decreased since 2020. 

“A similar trend can be seen across the healthier gambling behaviour effect after interventions. This tells us two things: our work is paying off, but we need to continue to push ourselves to propel a sustainable progression.”

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