The Kindred online gambling group (formerly Unibet) has embarked on a responsible gambling project by hiring two experienced researchers to examine gambling practices using anonymised customer data from the group.
The research will include studying player behaviours whilst gambling with the group, and assess the efficacy of its existing responsible gambling measures.
The project will be led by the London-based management consultancy Neccton director Dr. Michael Auer, who will work with Nottingham Trent University professor Mark Griffiths.
The duo has previously worked together on 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. Auer.
Professor Griffiths said the Kindred project continues 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”, he said.