Kindred Group Partners with BeGambleAware for Enhanced RG Tools

Kindred Group has deepened its collaboration with BeGambleAware to deploy advanced AI-driven responsible gambling tools across its UK-facing brands, including 32Red and Maria Casino. The partnership, formalized on October 28, 2025, integrates real-time behavioral analytics and personalized intervention modules, enabling proactive player support in a market where over 2 million adults exhibit at-risk behaviors. This initiative strengthens the new casino ecosystem by embedding harm prevention at the core of operations, aligning with the UK Gambling Commission's (UKGC) push for data-informed compliance.

Key Takeaways

• Operator Integration: Brands gain seamless access to BeGambleAware's AI toolkit, reducing implementation costs by 25% while boosting retention through trust-building features.
• Regulatory Synergy: Supports UKGC's License Conditions and Codes of Practice (LCCP), mandating enhanced RG measures, with potential for cross-jurisdictional adoption in MGA markets.
• Player Empowerment: Tools offer customized alerts and self-assessment pathways, cutting harm incidents by up to 18% based on pilot data from similar deployments.

Kindred Group, a Stockholm-listed operator with €1.3 billion in 2024 revenue, operates under a diverse ownership structure led by institutional investors, including Capital Group (12%) and Norges Bank (8%). The company has long prioritized responsible gaming, having pioneered deposit controls in Sweden following the 2019 re-regulation. This latest partnership with BeGambleAware—an independent UK charity funded by the Responsible Gambling Strategy Board—expands on existing commitments, rolling out tools like predictive risk modeling and automated referral to counseling services by Q1 2026.

The UK's regulatory environment, governed by the UKGC's triennial levy system introduced in 2024, requires operators to allocate 0.1% of GGR to RG research, with non-compliance risking fines up to 10% of revenue. For readers unfamiliar with the jurisdiction, the LCCP framework emphasizes "player-led" protections, including mandatory, frictionless self-exclusion via GAMSTOP and session-time reminders—standards that have elevated the UK as Europe's gold standard for harm minimization. Kindred's integration leverages BeGambleAware's certified algorithms, vetted by eCOGRA, to flag anomalies such as rapid deposit escalations, a feature absent in less stringent regimes like Curacao.

In a competitive landscape boasting 100+ UKGC-licensed operators, where Unibet and Bet365 command 40% market share, this move positions Kindred for differentiation amid 2025's affordability checks. The tools will debut on mobile-first platforms, targeting the 60% of UK players who access via apps, and will then be extended to Kindred's MGA-licensed sites for EU portability. Market projections from H2 Gambling Capital indicate that RG investments could safeguard €500 million in annual GGR by curbing churn driven by harm-related exits.

Implications ripple across stakeholders: operators like Kindred report 15% higher compliance scores, easing audit burdens; regulators benefit from aggregated, anonymized data to refine policies, as seen in the 2023 White Paper's stake limits; and players access frictionless support, with BeGambleAware's helpline logging 500,000 interactions annually. As new entrants navigate the UK's €15 billion sector—projected to grow at a 7% CAGR through 2028—this partnership exemplifies scalable RG as a market-entry enabler, fostering sustainable innovation over aggressive acquisition.

Sources: BeGambleAware Press Office, iGaming Business