Kindred Publishes Its Quarterly Journey Towards Zero Report
Kindred Group has released its latest Journey Towards Zero report, tracking progress in reducing revenue from high-risk gambling. The company’s efforts, launched in early 2021, show steady improvements in player safety.
Alexander Westrell, Kindred’s communications director, praised the initiative’s success while calling for greater collaboration between regulators and the industry.
The report highlights a slight rise in revenue from high-risk players, reaching 3.2% in Q1 2024. This figure is up from 3.1% in the previous quarter but remains lower than the 3.3% recorded in Q1 2023.
Kindred’s intervention programme continues to deliver strong results. In Q1 2024, 87.1% of identified risky customers showed improved behaviour after support—close to the 87.4% rate seen in Q4 2023. The company has maintained an average improvement effect of over 83% since 2020. Westrell emphasised the role of technology in promoting safer gambling. He also urged regulators to work more closely with operators to enhance protections. While progress has been made, he stressed that Kindred remains focused on creating a more sustainable gambling environment. The next quarterly update for the *Journey Towards Zero* initiative has not yet been scheduled. As of December 2025, no public release date has been announced.
Kindred’s latest figures reflect ongoing efforts to minimise harm from high-risk gambling. The company’s intervention programme remains effective, with nearly nine in ten customers improving their habits after support. Future reports will provide further updates on the initiative’s long-term impact.
