Our OBG's journey towards zero

Roadmap

The ambition to have zero revenue from harmful gambling (Online Betting & Gaming) is one of our most important ambitions to date and requires dedication, collaboration and focus within the teams, but also across the industry, and with lived experience representatives, treatment centres, and regulators, but the journey does not stop there. This is a long-term commitment, and as we learn more about customer behaviours, improve our technology, identify better control tools, and initiate new partnerships, the ambition will evolve and continue to push the limit of what we can achieve. We will not stop until gambling is 100 per cent enjoyable.

Research Collaborations

We remain committed to advancing research in psychology, behaviour, and markers of harm, collaborating with peers, regulators, researchers, and individuals with lived experience of gambling disorders. Our goal is to enhance evidence-based practices that contribute to harm minimization and responsible gambling strategies. 

Find out more

Ongoing Initiatives 

  • Collaborating on markers of harm and product risk to refine and strengthen our harm minimization approach. 

Future Directions 

  • Expanding research collaborations into new fields, incorporating additional operational insights to develop a more comprehensive understanding of the customer journey. 
  • Increasing dedicated time and resources for in-house research projects to drive innovative and data-driven solutions for responsible gambling. 

Technological Excellence Driving Change

With over 20 years of technological innovation, we continue our dedicated focus on player monitoring and control systems, and continuously looking to improve systems, processes, and responsible gambling tools. Through ongoing collaborations with external suppliers, we are integrating advanced monitoring technologies to improve detection accuracy and speed, as well as strengthen our intervention capabilities. 

Ongoing Initiatives 

  • Expanding collaborations with third-party suppliers to enhance risk detection and intervention capabilities. 
  • Further deploying advanced control tools at the customer level to improve early identification and response. 

Future Developments 

  • Introducing earlier-stage control mechanisms that focus on preventative measures, enabling proactive risk management before harmful gambling behaviours escalate. 

Customer Care and Dialogue

Ongoing Initiatives

  • Partnership between Unibet and SEF to tackle problem gambling.
  • 32Red renews longstanding partnership with SPFL Champion Rangers, including men’s mental health initiative TeamTalk.
  • Using sponsorships to promote and educate customers on safer gambling and mental health – in the UK, for instance, Kindred dedicates over 30 per cent of sponsorships for said purposes.
  • The project “Au Coeur du Football”, where Unibet sponsors hundreds of amateur football and basketball clubs in France, with all shirts carrying responsible gambling messages.
  • The “No Heart No Glory” project with football club Club Brugge offers workshops on heart disease in sports and ensures the availability of AED defibrillators.

Coming up

  • Partnership with the football club AFC Ajax, working in the field of prevention of betting-related match-fixing, mental health and responsible gambling.

Completed

2021

  • The 30/30 fund – a CSR initiative funded by Unibet and Henrik Lundqvist where 30 Swedish clubs and associations that support an inclusive sports culture receive SEK 30,000.

2020

  • Release of customer campaigns with ambassadors to highlight messaging around staying in control.

2019

  • Unibet and 32Red extended the responsible gambling strategy through football club sponsorships in the UK.

2018

  • Launch of a campaign in Belgium to raise awareness of responsible gambling, followed by other markets.

Collaboration for Impact

Eliminating harmful gambling requires industry-wide collaboration, knowledge sharing, and proactive engagement with stakeholders, regulators, and fellow operators. By fostering partnerships and data-driven initiatives, we aim to enhance responsible gambling practices and drive meaningful change across the sector. 

Ongoing Initiatives 

  • Collaborating with EGBA to explore ways operators can share data with regulators to track historical gambling harm trends. 
  • Partnering with national trade associations to define industry-wide commitments for the next 3–4 years, strengthening long-term responsible gambling policies. 
  • Supporting EGBA’s proposed CEN standard project on markers of harm.  

Upcoming Initiatives 

  • Expanding local partnerships with treatment centres to enhance support networks and accessibility. 
  • Strengthening collaboration with lived experience representatives to drive more sustainable and impactful responsible gambling practices. 

Transparency

To facilitate a fair, transparent and honest discussion, we openly report on the share of revenue derived from high-risk customers. We also share important milestones on our journey towards zero, so that we can contribute to a fact-based dialogue about a sustainable gambling industry and what is needed to protect the most vulnerable players.

Ongoing Initiatives 

  • Quarterly disclosure of the share of revenue from harmful gambling.
  • Local adaptations of our Sustainable Gambling Conference, with a deepened focus on highlighting each market’s specific settings and challenges.
  • Attending and speaking at conferences with prioritised stakeholder groups.

Completed

2020

  • Established a Sustainability Council, reporting to the Executive Team and Audit Committee, to align and integrate strategic activities across the business.

2018

  • Kindred’s first sustainability report published according to GRI.

2017

  • Developed and implemented a complete sustainability framework.
  • Kindred the first operator to successfully complete an external audit against 2014/478/EU.