Kindred Group Provides Groundbreaking In-house Protection Data

Lee R. - March 30, 2021

New data from a major UK operator shines a light on the path towards proactive protection of players by the operators themselves.

Kindred Group has extremely solid initial data from its groundbreaking in-house self-exclusion system.

Sustainability Report Data

In its latest sustainability report, UK Operator Kindred Group reports three-quarters of players flagged by its native Player Safety-Early Detection System (PS-EDS) displayed healthier gambling activity as a result of protective PS-EDS messages posted to their account.

Core Technology

As the core technology at the foundation of Kindred's responsible gambling strategy, PS-EDS was designed as Kindred's solution to early signs of problem gambling amongst site players.

Early Results of Implementation

New data reveals that for 2020, 58,000 personalized messages promoting responsible gambling were sent out to players whom the system detected as problem players, for which positive behavioral outcomes were exhibited.

Positive Behaviors Exhibited

Positive behavioral outcomes include 70% of players detected and warned by PS-EDS depositing less the next time; with another 76% of customers exhibiting “healthier gambling habits” after notification.

Over one tenth of Kindred customers responded by utilising the optional RG tools Kindred offers within the system to keep track of their gambling behavior (12%).

Stratifying Results

More 2020 outcomes reflect how players are interacting with the system: percentages increased in the use of deposit limits (7.3%); loss-limits; self-exclusion (6.15%) and product blocks (1.4%), while the amount of players using reality checks declined—with players detected in PS-EDS were more likely to use RG tools.

Kindred's Pioneering Role

Last month, Kindred became the first major UK operator to report the percentage of revenue contributed by at-risk gamblers.

Player Data Segmentation

Kindred provided even more specific details about their customers in the report, indicating that 6% of revenue was contributed from medium-risk customers and around 20% from low-risk, with the rest of the take coming from what the report categorised as “social” players, which we may also think of as “recreational” play.

Kindred's Comments

Kindred explained the marketing strategy behind the groundbreaking data. In competing for people’s leisure time, Kindred's marketing seeks “to differentiate ourselves from competitors a socially responsible manner, and have adjusted our marketing approach accordingly.”


Kindred is at the forefront of a potential movement that could fully transform player protections as well as any lingering negative perceptions of iGaming, and the PS-EDS data project is absolutely project worth watching in 2021. 

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