Kindred puts focus on social responsibility with latest sponsorship

Kindred puts focus on social responsibility with latest sponsorship

Wednesday, August 22, 2018 Posted by Joseph Streeter
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The firm has sponsored a gambling therapy app for the Nordic market

The Kindred Group is continuing to strengthen its focus on social responsibility, sponsoring the development and translation of a free gambling therapy app for the Nordic Region.

The new app comes in collaboration with Gambling Therapy and is part of Kindred’s continued commitment to providing safe and secure gambling environment for its customers.

Further affirming the brand’s commitment to increasing social responsibility, it has also been revealed that the app will be available free of charge. It has been designed to help those that are struggling with problem gambling by providing easy access information and straightforward tools to help gamblers remain in control of their gambling. The updated app is now available in local languages for Denmark, Sweden, Norway and Finland.

Kindred is committed to operating a safe and secure business where customers can enjoy gambling in a responsible way. If gambling stops being joyful or entertaining, Kindred has outlined that it strongly encourages customers to take a break by using responsible gambling tools and to download the free Gambling Therapy app.

Maris Bonello, Head of Integrity and Player Sustainability Research at Kindred, spoke of the new launch: “We are very happy to now see the Gambling Therapy app in more local languages. It is at the heart of Kindred to provide a safe and secure environment for our customers, and we will continue to support projects that minimise the harm caused by gambling.”

Adele Duncan, Chief Executive for Gambling Therapy, added: “I am delighted that we have been able to enhance and develop further our Gambling Therapy app and that an updated version has now been launched.  Providing this much needed advice and support, now in an additional 10 languages, means that we can reach more people who may be affected by their gambling. Our GT service is funded by the gambling industry outside of GB and without their support we would not be able to expand the app usage.”  

Social responsibility is likely to play a key role in Kindred’s US expansion, which the firm revealed during its latest investor call was one of its key focuses for the coming year. CEO Henrik Tjärnström detailed that the it’s likely to be targeting ‘New Jersey as its entry point.

He added: “Our working hypothesis right now is when sports becomes available, we would see it as a big benefit if we could go with the Unibet brand, albeit we fully appreciate that it’s unknown in the US market, but it has worked well in Europe and we believe it could work well in the US as well.”

Totally Gaming says: The app launch and sponsorship is a strong affirmation that Kindred is placing a key focus in social responsibility. If the app goes down well in the Nordic region and aides problem gamblers, there is a strong chance that it can be used in other regions as well.


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