Two of the world’s leading responsible gambling researchers have been tasked with looking into gambling practices using anonymised customer data from Kindred Group.

Kindred Group (formerly Unibet Group) is looking for insight into player profiles (including VIP customers), the player’s journey with Kindred, and the efficacy of responsible gambling practices currently used by the group.

The project will be led by Neccton director Michael Auer and Nottingham Trent University professor Mark Griffiths. Over the last five years, Dr Auer and Prof. Griffiths have published various studies evaluating the effectiveness of responsible gambling tools used by a number of different European online gambling companies.

“Our previous research has shown that companies who employ responsible gambling tools can help their clientele play on their products in a more controlled way by setting time and money spending limits and providing personalised feedback to players in a timely fashion based on their actual gambling behaviour”, said Dr Michael Auer.

“Kindred is committed to player protection and harm minimisation for our customers and this new research project will help provide insight into how our customers can gamble more responsibly and demonstrates our ongoing commitment to social responsibility and a sustainable business”, said Kindred Group's integrity analytics manager Maris Bonello.

“This is an exciting project for us and continues our recent innovative research analysing real customer data and evaluating the extent to which responsible gambling tools like personalised feedback, limit-setting and pop-up messaging actually work. This new research project will not only help Kindred but the findings will help share best practice with other online gambling operators around the world”, said Prof. Griffiths.


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