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Striving for Responsibility: The Varied Success of Swedish Gaming Operators



Commitment to Player Well-being: A Mixed Bag of Results

In the latter half of 2023, Sweden’s leading gaming operators Kindred Group, Svenska Spel, and ATG unveiled their responsible gambling outcomes, revealing a spectrum of success in mitigating problem gambling behaviors among their clientele. This initiative, part of a pledge made in autumn 2022 to disclose their responsible gambling efforts biannually to the Swedish Gambling Authority (Spelinspektionen), marks a crucial step towards transparency and accountability in the industry.

Kindred Group: A Notable Improvement in Player Behavior

Kindred Group reported a proactive approach, contacting 0.5% of its Swedish customer base regarding their gambling activities. A significant 78.2% of these interactions resulted in reduced gambling activity, marking an improvement from the previous 75.1% in the first half of the year. Additionally, Kindred observed a decrease in harmful gambling revenue to 3.1%, underscoring a positive trend towards safer gambling practices.

ATG: A Decline in the Effectiveness of Contact

Conversely, ATG witnessed a slight decline in the effectiveness of its player contact strategies. Despite reaching out to 1.5% of its players, only 56.4% showed a reduction in gambling activities—a slight decrease from 57.3% in the earlier part of the year. This trend underscores the challenges operators face in consistently influencing player behavior and highlights the need for innovative approaches to responsible gambling interventions.

Svenska Spel: A Mixed Response Among Divisions

Svenska Spel’s efforts paint a varied picture, with 1.9% of its customers contacted and 74.8% showing a reduction in gambling activities. However, the impact varied significantly between its Sports & Casino and Tur divisions, illustrating the diverse challenges within different sectors of the gaming industry. Notably, a higher percentage of Sports & Casino players were contacted, with 75.6% reducing their gambling activities, compared to only 0.4% of Tur players.


A Continuous Journey Towards Responsible Gaming

The mixed success of Swedish gaming operators in their responsible gambling initiatives reflects the complex nature of player behavior and the ongoing need for adaptive and effective strategies. As the industry evolves, so too must the approaches to ensuring player safety and promoting a culture of responsible gaming. The commitment of Kindred Group, Svenska Spel, and ATG to transparency and improvement is commendable, setting a standard for the global gaming industry in prioritizing the well-being of their customers.

As these operators navigate the challenges and successes of their responsible gambling efforts, the broader industry watches and learns, seeking to implement best practices that safeguard players while ensuring a sustainable and ethical gaming environment. The journey towards fully responsible gaming is ongoing, but with each report and initiative, the path becomes clearer, marking progress in the collective effort to protect and support the gaming community.

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