Unibet gives insight into problem players

Elwin Terry / 21 July, 2023 12:19 | Last edited on: 21 July, 2023 12:19

Kindred, the company behind Unibet, has run a campaign called Our Journey towards zero. This is not about that company wanting to go to 0, however, it is about the company having the goal of getting 0% of the revenue from their online casinos from problem gamblers.

Now this may seem like a sales pitch, but the Kindred group is the first casino operator to openly release figures on the share of problem gamblers in the revenue of the Kindred Group's casinos. The company's goal is to obtain 0% of revenues from problem gamblers by 2023, whether this is realistic remains to be seen.

In the second quarter of 2023, it was found that revenue from risk players was 3.3%. This applies not only to New Zealand, but to all countries where the company operates. In Q1, this percentage was the same as in Q2. However, In the last quarter of 2021, the percentage was much higher, then players with problems still accounted for 4% of revenue.

Unibet tries to make a difference by looking at the market very locally and not trying to cross-check players from different countries. Thus, they take into account regional cultural differences when it comes to different strategies to approach or alert players about potential risks.

There are also different approaches in terms of age. For example, players under the age of twenty-five are approached in a more rigid and personalized manner when problematic gambling activities occur.

In addition to actively banding players who exhibit problematic behavior, the company has also entered into a partnership with organizations such as GamBan and RecoverMe. These organizations are committed to minimizing harm to (problematic) online gamblers.

The fact that the company values sustainability gambling is also evident from the conference they organize in Amsterdam. On October 19, the sustainable gambling conference will take place in the Amsterdam ArenA in Amsterdam. This year's theme is”safer gambling: an honest conversation".

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