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Kindred’s revenue from harmful gambling decreased to 3.3 per cent in the first quarter of 2022
In the first quarter of 2022, Kindred’s share of revenue from harmful gambling decreased to 3.3 per cent. Increased focus on improving and optimising intervention measures has contributed to the decrease. Kindred also entered a collaboration with RecoverMe, an app supporting users regain control of their gambling habits.
In the first quarter of 2022, Kindred Group plc’s (Kindred) share of revenue from harmful gambling decreased to 3.3 (3.9) per cent. The positive trend has been impacted by seasonal changes, with the first quarter historically seeing lower shares of revenue from harmful gambling year on year, as well as an optimised process for manual interventions towards high-risk customers. This has resulted in fewer customers being re-detected following interventions, leading to a more sustainable gambling behaviour which is one of the ambitions outlined in the Group’s roadmap. Kindred also continues their more cautious approach to the younger demographic (age group 18 to 25), since this group is at higher risk to harmful gambling and more prone to addiction. The increased focus has resulted in a larger decrease in the percentage of harmful revenue from this demographic group.
|
Global statistics from Kindred Group |
Q2 2021 |
Q3 2021 |
Q4 2021 |
Q1 2022* |
|
Share of gross winnings revenue from high-risk players |
4.3% |
3.3% |
4.0% |
3.3% |
|
Improvement effect after interventions |
76.9% |
64.9% |
79.2% |
83.1% |
*90 day rolling period between 20 December and 19 March 2022
During the quarter, Kindred has updated the improvement effect metric after interventions. Instead of only focusing on financial indicators, the metric now includes behavioural indicators, which is more aligned with Kindred’s detection system, PS-EDS.
“We started 2022 with a focus on targeted deliveries. Our team has specifically focused on optimising our manual interventions further, resulting in a higher percentage of customers showing healthier gambling behaviour after they have been detected and contacted by our responsible gambling team,” says Henrik Tjärnström, CEO of Kindred Group.
Kindred has also entered a collaboration with the team behind the RecoverMe app, which uses research-proven techniques to help users regain control of their gambling habits. Thanks to the collaboration, Kindred can offer the app to its customers for free, initially in the UK and the US.
“Only eight per cent of individuals with problem gambling seek help due to the stigma associated with the addiction, inaccessibility and lack of awareness of treatment options. RecoverMe’s partnership with Kindred is a vital lifeline in helping us provide care to those that need it most. We believe passionately that collaboration with organisations like Kindred will help us reach those that need support and historically have been individuals who are difficult to reach and access therapy,” says Tejus Patel, Junior Doctor at King’s College Hospital NHS Foundation Trust and co-founder of RecoverMe.
“I am very proud that we have entered the collaboration with the team behind the RecoverMe app, ensuring we can offer this service for free to all our customers in the UK and the US. We are also sponsoring additional PhD programmes on addiction studies, enabling these students to study and work full-time in academia. Our focus right now is to continue to increase efficiency and speed in engaging with detected customers as early intervention is critical in preventing a harmful behaviour,” concludes Tjärnström.
About our journey towards zero
Kindred Group is committed to transform gambling by being a trusted source of entertainment that contributes positively to society. Therefore, Kindred has set an ambition to reach zero per cent revenue from harmful gambling by 2023 and to report this metric on a quarterly basis. This is done to increase transparency, to support a fact-based dialogue about harmful gambling, and to raise awareness of the Group’s sustainability work.
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Allwyn
UK High Court Rejects Legal Challenges Relating to the National Lottery Licence
On 17 April 2026, the UK High Court rejected in full the claims brought by The New Lottery Company Limited (TNLC) and Northern & Shell PLC (N&S) against the Gambling Commission in relation to the award of the Fourth National Lottery Licence.
In summary, the claims alleged that the Gambling Commission had wrongly awarded the Fourth National Lottery Licence to Allwyn, and that instead, TNLC should have won the competition. The claims also alleged that the Gambling Commission and Allwyn had entered into impermissible modifications to the Licence arrangements following the competition.
The lengthy trial of the claims took place in the High Court before Mrs Justice Joanna Smith between 9 October and 2 December 2025, with an additional day on 13 January 2026.
The High Court has now ruled in favour of the Gambling Commission on all of the claims, rejecting the allegations which had been made.
This is an important judgment for the future of The National Lottery. This judgment makes clear that the Gambling Commission ran a fair and robust competition to award the Fourth National Lottery Licence, and that none of the contested changes to the Licence, in the course of its implementation, were substantial or contrary to the relevant procurement regulations.
The judgment gives resounding support to Good Causes by enabling Allwyn, with oversight from the Commission, to continue with their plans of investment in The National Lottery without further distraction.
The National Lottery is one of the world’s largest lotteries and since launching in 1994, National Lottery players have collectively raised more than £52 billion for more than 670,000 Good Causes across the UK, transforming lives and contributing to the arts, sport, heritage and communities.
The post UK High Court Rejects Legal Challenges Relating to the National Lottery Licence appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
ESG
Play’n GO publishes 2025 Sustainability Report with emissions and governance updates
Play’n GO has published its 2025 Sustainability Report, framing the year as a milestone as the supplier marks 20 years in the gaming industry. The report covers performance across four pillars—Players, Partners, People and Planet—and positions sustainability as tied to product design, operations, and partner expectations.
On climate reporting, the company said it has “achieved and exceeded” its long-term 90% reduction target for Scope 1 and 2 emissions, and reported a 69% absolute reduction in Scope 3 emissions versus its 2023 base year. Play’n GO also said its total material emissions for 2025 were kept below 500 MTCO2e.
The report also points to a move into land-based delivery. In 2025, Play’n GO said it launched its first land-based gaming solution in partnership with Genting UK, positioning the rollout as part of a “player-first, low-footprint approach” for regulated venues.
On responsible entertainment, the company said it continues to reject game mechanics it believes “compromise player trust or wellbeing,” and highlighted participation in discussions on digital wellbeing and cognitive health, including at the United Nations and G7. “We have always believed that great entertainment should be fun, safe and fair,” said Vanessa Björkbacka, Director of CSR at Play’n GO.
The report also outlines internal development and reporting infrastructure. Play’n GO said 43% of employees engaged in AI-related learning during 2025 and that average training time exceeded seven hours per employee globally. It added that reporting was further aligned to the UN Sustainable Development Goals and World Economic Forum Stakeholder Capitalism Metrics, alongside investment in “secure, AI-supported carbon data management.” “As expectations on transparency and accountability continue to rise, we see it as our responsibility to lead,” Björkbacka added.
The post Play’n GO publishes 2025 Sustainability Report with emissions and governance updates appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Africa
Incentive Games launches Mega Flight and Velocity with Hollywoodbets
Incentive Games has partnered with Hollywoodbets to roll out a multi-experience gaming suite in South Africa. Two Incentive Studios real-money titles, Mega Flight and Velocity, went live on Hollywoodbets’ platform on 7 April.
The launch marks Incentive Games’ entry into the South African market. The company said additional content is planned, including free-to-play games to follow as part of the next phase of the collaboration.
Ahmed Baker, Chief Commercial Officer at Incentive Games, said, “We’re delighted to partner with Hollywoodbets, the leading operator in South Africa, as we officially enter this exciting and fast-growing market. Launching Mega Flight and Velocity is just the beginning and we look forward to rolling out more of our real-money games and free-to-play portfolio to their players as part of our long-term plans in the region.”
Wayde Dorkin, Head of Product at Hollywoodbets, said, “We’re excited to welcome Incentive Games to Hollywoodbets as part of our ongoing commitment to bringing fresh, engaging and innovative content to our players. The launch of Mega Flight and Velocity introduces a new layer of interactive entertainment to our platform, and this partnership reflects our focus on working with leading global suppliers to enhance our gaming offering. We look forward to growing this collaboration and delivering even more compelling experiences to our customers.”
The post Incentive Games launches Mega Flight and Velocity with Hollywoodbets appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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