Online gambling operator Kindred Group has gone public with the share of revenue it derives from ‘harmful gambling’ by its high-risk players, while explaining its efforts to eventually reduce this share to zero. 

Last Friday, Kindred announced that while around 98% of customers of its various online brands were deemed to gamble responsibly, the company still derived 4.31% of its Q4 2020 revenue from so-called ‘high-risk’ players. Kindred said it would continue to release such statistics in future as it strives to reduce the percentage to zero by 2023.

Kindred released stats showing that Q4’s ‘high-risk’ revenue rate was a modest improvement from 4.39% in Q3 and the 4.72% in Q2, but represented a significant gain from the 3.88% in Q1. The company said Q4 showed a 75.7% improvement in the share of detected ‘high-risk’ customers who changed their behavior after the company intervened in response to signs of excessive play. 

The stats show more significant decreases in ‘low-risk’ and ‘medium-risk’ revenue share, with a corresponding rise in the ‘social’ category, suggesting Kindred’s responsible gambling tools have a far greater impact on individuals who already possess the personal tools needed to keep their gambling in check.