Kindred promotes safer gambling campaign with Rangers

By Robert Fletcher

Kindred Group will use its shirt sponsorship of Scottish Premiership football club Rangers to promote its "Journey towards Zero" safer gambling initiative.

For the 2023-24 season, Kindred will replace its 32Red brand on the front of players’ shirts with the logo of sister product Unibet.

Unibet branding will be accompanied by the "Zero % Mission" slogan, raising awareness of how Kindred is working to eliminate all revenue that it generates from harmful gambling.

The initiative will also aim to educate players about the tools available to keep gambling safe and enjoyable, as well as signpost where to go if they encounter problems.

“Kindred’s ambition is to lead the industry in terms of transparency and innovation and to make our platforms the safest place to play,” Kindred general manager Neil Banbury said. “We’re committed to developing our technology and systems and educating our customers, so that we continue to make progress in our Zero % Mission.

“We’re proud of our work with Rangers over the last decade and we’re looking forward to continuing that in the season ahead.”

Incoming Rangers chief executive James Bigrove added: “Our partnership with Kindred has been incredibly successful, as underlined by the longevity of our deal.

“As we look forward to the new season with today’s kit launch, we’re excited to continue the work we’ve done with our valued, principal sponsor and to highlight ways in which people can gamble responsibly and safely.”

Falling harmful gambling revenue share

In April Kindred reported a quarter-on-quarter and year-on-year decline in the share of revenue generated from harmful gambling during Q1 of 2023.

Of all revenue collected in Q1, 3.0% came from harmful gambling, down from 3.3% in the same period in 2022 and also lower than the 3.3% reported in Q4 of last year.

Kindred said this positive trend could be attributed to improvements focused on enhancing the customer’s responsible gambling journey, with the group also noting 83.0% of detected customers experienced improved gambling behaviour after an intervention was made by its responsible gambling and customer facing teams.

This intervention rate was lower than 84.7% in the first quarter of 2022 but up from 82.1% in Q4.

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