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ATG, Svenska Spel and Kindred Group have partnered to publish data relating to customers who display signs of problematic gambling.

The aim is to increase public awareness and contribute to a fact-based dialogue about what is done to reduce gambling harm. Four data points will be published bi-annually, disclosing metrics such as the percentage of customers contacted by the gambling operators following the detection of harmful gambling behaviours and the impact on customer behaviour following contact from the operators.

ATG, Svenska Spel and Kindred Group account for more than half of the regulated gambling market in Sweden. In order to support an open and fact-based dialogue, each of the three gambling operators will individually report the following data every six months:

  • The percentage of customers who are contacted as a result of problematic gambling (of the total number of active customers)
  • The effect of proactive contacts (share of customers who reduce their gambling)
  • How much have these individuals reduced their gambling on average
  • The share of contacted customers who choose to self-exclude themselves from gambling at the operators.

“These key metrics, which we will report every six months, will make it easier for our stakeholders to follow and understand how we, with the help of regulations, technology, research and human contact, work to counteract harmful gambling. We believe that a more fact-based and open dialogue contributes to increased trust in our industry and make other operators more inclined to follow suit,” Henrik Tjärnström, CEO of Kindred Group, said.

“Kindred started to share its revenue from harmful gambling already in February 2021 in an attempt to provide more facts about the gambling industry. While we remain firmly committed to our ambition of zero revenue from harmful gambling, this recent initiative between ATG, Svenska Spel and us creates further transparency in the Swedish market. I am convinced it will encourage the gambling industry, and those associated with the industry, to work harder towards a more sustainable form of entertainment,” Henrik Tjärnström added.