Kindred promotes safer gambling campaign with Rangers

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

Unibet’s branding is accompanied by the slogan ‘Zero % Mission’ to raise awareness of how Kindred works to eliminate all revenue generated from harmful gambling.

The effort also aims to educate players about the tools available to keep gambling safe and fun, and where to go in case of problems.

“Kindred’s goal is to lead the industry in transparency and innovation and make our platform the safest place to play,” said Neil Banbury, Kindred’s general manager. “We are committed to developing technology and systems and educating our customers to keep moving forward with our 0% mission.

“We are proud of our work with the Rangers over the past decade and look forward to continuing that in the coming seasons.”

Rangers incoming chief executive James Biggrove added:

“As we look forward to the new season with today’s kit launch, we are excited to continue our commitment with our valued key sponsors and highlight how people can gamble responsibly and safely. ”

Declining Harmful Gambling Revenue Share

In April, Kindred reported that the percentage of revenue derived from harmful gambling in the first quarter of 2023 declined quarter-over-quarter and year-over-year.

Harmful gambling income was 3.0% of all revenues collected in the first quarter, down from 3.3% in the same period in 2022 and lower than the 3.3% reported in the fourth quarter last year.

Kindred said this positive trend could be attributed to improvements focused on strengthening customer responsible gambling behavior, and the group also said after interventions by its responsible gambling team and customer relations team, that detected It also noted that 83.0% of customers treated experienced improvement in gambling behavior.

This intervention rate is lower than 84.7% in Q1 2022, but up from 82.1% in Q4 2022.