Powered by proprietary algorithm that spots 25 different risk indicators, Kindred’s new player safety system has delivered impressive improvements in RG for the operator. So, how does it work?
Renowned as a leader in the field of responsible gambling, Kindred has recently made a step-change in its RG performance. As reported in iGaming Business earlier this year, uptake of its RG tools has improved almost across the board going into 2022.
In fact, the company has set itself on an ambitious path to earning zero revenue from gambling harm in 2023.
Kindred’s success – and its growing confidence – in the RG field can largely be attributed to a system it calls PS-EDS, or “Player Safety – Early Detection System”. Introduced in 2018, PS-EDS has improved both the efficiency and the effectiveness of Kindred’s RG activities.
So, how does it actually work?
In a recent webinar hosted by iGaming Academy – available to watch in full online – Maris Catania, Kindred’s Head of Responsible Gaming & Research, shared the secrets behind PS-EDS and its success.
Foundations: Psychological Tools And Original Research
The first secret of Kindred’s success isn’t a secret at all. PS-EDS is based on original research conducted by the company. Instead of keeping it to themselves, Kindred published the full report freely for all to see (find it here: Applying the DSM-5 Criteria For Gambling Disorder to Online Gambling Account-Based Tracking Data: An Empirical Study Utilizing Cluster Analysis [Published by Maris Catania and Mark D Griffiths].)
In the report, the authors take a global standard measure of mental health disorders (‘DSM’ is the ‘Diagnostic and Statistical Manual of Mental Disorders’) and apply it to specific cases within online gambling, utilising Kindred’s significant access to player and activity data.
The DSM outlines numerous behaviours that, if four or more are displayed, may indicate a gambling disorder. The behaviours include: preoccupation; tolerance; withdrawal; loss of control; escapism; chasing; lying, risked significant relationships; bailout.
Catania and Griffiths performed a cluster analysis and mapped the DSM behaviours against activity they could track within Kindred’s accounts. This provided a robust, research-based model on which to build an operational system.
Building The Algorithm
The next task, explains Catania, was “translating this research into operational reality.”
At the core of PS-EDS is an algorithm which considers 25 risk indicators and grades accounts according to their risk level. It’s about “pinpointing the markers of harm,” says Catania, utilising the insights gleaned from their original results.
The highest risk accounts – priority 1 – are highlighted for immediate intervention. At risk level 2, a moderated level of intervention, both human and automated, is applied. And at the lowest end of the scale, level 3, automation ensures that RG messaging reaches a broader audience as an early intervention measure.
In the webinar, Catania demonstrates how the system works with an example account. Registered in 2007, this customer was flagged by PS-EDS in 2018 for three reasons: change in pattern of behaviour; velocity of transactions; and increases after losses. An onsite message was triggered, after which the customer self-regulated and returned to normal behaviour.
The same customer was flagged again in 2019, and this time was deemed a higher risk. As a result, Kindred’s RG team stepped in to issue a personalised communication. Again, the individual self-regulated and was ultimately retained as a loyal customer.
PS-EDS is a system that’s built on solid research, but that is also designed to fit seamlessly within Kindred’s operational systems.
Kindred’s Results: Safer, Better Operations
The vast majority of those gambling online do so for fun. The field of responsible gaming is concerned with identifying the small percentage of customers at risk of harm.
The PS-EDS system has been critical in enabling Kindred to lead the market in the responsible gaming field.
In 2019, the company contacted over 40,000 customers with its RG messaging. It recognises behavioural change in 80% of detected customers.
There’s good business sense in this proactive approach to RG. Not only is Kindred minimising its exposure to regulatory risk, but in fact it is also building relationships of trust with its customer base.
Customers contacted as a result of PS-EDS detection often become even more loyal long term. “When we started PS-EDS,” shares Catania, “we saw a reduction in people self-excluding, but actually an increase in people using limits.”
PS-EDS will be central to Kindred’s mission to completely eliminate revenue from gambling harm by 2023. It’s an inspiring example of how academic research, smart technology and operational efficiency can come together to improve outcomes for both the business and its customers.
To learn more about Kindred’s PS-EDS, watch the full webinar for free here: Watch Now