Our OBG's journey towards zero

Roadmap

Online Betting & Gaming’s has set the long-term commitment of zero revenue from harmful revenue. This requires dedication and collaboration across the industry, with lived experience representatives, treatment centres, regulators and others. In parallel, we continue to learn more of customer behaviours, improve the technology, identify better control tools, and initiate new partnerships. We will not stop until gaming is 100 per cent enjoyable.

Research Collaborations

We remain committed to advancing research in psychology, behaviour, and markers of harm, collaborating with peers, regulators, researchers, and individuals with lived experience of gaming disorders. Our goal is to enhance evidence-based practices that contribute to harm minimization and responsible gaming strategies. 

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Ongoing Initiatives 

  • Collaborating on markers of harm and product risk to refine and strengthen our harm minimization approach. 

Technological Excellence Driving Change

With over 20 years of technological innovation, we continue our dedicated focus on player monitoring and control systems, and continuously looking to improve systems, processes, and responsible gambling tools. Through ongoing collaborations with external suppliers, we are integrating advanced monitoring technologies to improve detection accuracy and speed, as well as strengthen our intervention capabilities. 

Ongoing Initiatives 

  • Expanding collaborations with third-party suppliers to enhance risk detection and intervention capabilities. 
  • Further deploying advanced control tools at the customer level to improve early identification and response. 

Engaging with society

FDJ UNITED is committed to using the power of sport and partnerships to promote responsible gaming, raise awareness around public health issues, and support local communities. The initiatives below illustrate how sponsorships, collaborations, and CSR projects are leveraged across Europe to engage with society in a meaningful and responsible way.

Ongoing Initiatives

  • Partnership between Unibet and SEF (Swedish Professional Football Leagues) to tackle problem gaming.
  • 32Red renews longstanding partnership with SPFL Champion Rangers, including men’s mental health initiative TeamTalk.
  • Using sponsorships to promote and educate customers on safer gaming and mental health – in the UK, for instance, FDJ UNITED dedicates over 30 per cent of sponsorships for said purposes.
  • The project “Au Coeur du Football”, where Unibet sponsors hundreds of amateur football and basketball clubs in France, with all shirts carrying responsible gaming messages.

Completed

2021

  • The 30/30 fund – a CSR initiative funded by Unibet and Henrik Lundqvist where 30 Swedish clubs and associations that support an inclusive sports culture receive SEK 30,000.

2020

  • Release of customer campaigns with ambassadors to highlight messaging around staying in control.

2019

  • Unibet and 32Red extended the responsible gaming strategy through football club sponsorships in the UK.

Collaboration for Impact

Eliminating harmful gambling requires industry-wide collaboration, knowledge sharing, and proactive engagement with stakeholders, regulators, and fellow operators. By fostering partnerships and data-driven initiatives, we aim to enhance responsible gambling practices and drive meaningful change across the sector. 

Ongoing Initiatives 

  • Collaborating with EGBA to explore ways operators can share data with regulators to track historical gambling harm trends. 
  • Partnering with national trade associations to define industry-wide commitments for the next 3–4 years, strengthening long-term responsible gambling policies.
  • Supporting EGBA’s proposed CEN standard project on markers of harm.
  • Expanding local partnerships with treatment centres to enhance support networks and accessibility.  

Transparency

To facilitate a fair, transparent and honest discussion, we openly report on the share of revenue derived from high-risk customers. We also share important milestones on our journey towards zero, so that we can contribute to a fact-based dialogue about a sustainable gambling industry and what is needed to protect the most vulnerable players.

Ongoing Initiatives 

  • Quarterly disclosure of the share of revenue from harmful gambling.
  • Local adaptations of our Sustainable Gambling Conference, with a deepened focus on highlighting each market’s specific settings and challenges.
  • Attending and speaking at conferences with prioritised stakeholder groups.

Completed

2020

  • Established a Sustainability Council, reporting to the Executive Team and Audit Committee, to align and integrate strategic activities across the business.

2018

  • Kindred’s first sustainability report published according to GRI.

2017

  • Developed and implemented a complete sustainability framework.