Andén urged gambling companies to push forward in pursuit of sustainable gambling at the SGC 2024.

Operating as interim CEO for Kindred since May 2023, Nils Andén stepped into the permanent role in February. Today, he spoke at the Sustainable Gambling Conference outlining what he thinks companies in the industry can be doing to ensure a safe and sustainable space for the players.

Andén opened by outlining the forward momentum of the industry regarding developments around safer gambling practices that have been made over the last few years. The spotlight on operators and their collective approaches towards sustainable gambling is getting brighter – and developing the right legislative structure around sustainable gambling is, Andén believes, key.

He went on to address Kindred’s peers in the industry, calling for both honesty and a willingness to open dialogues surrounding the improvement of sustainable gambling practices. Andén said: “It really starts with that open transparency, fact-based dialogue and difficult conversations that need to be had every day about this industry, and greater collaboration.”

Source: Gambling Insider

Kindred Group was awarded the Social Responsibility of the Year Award at the

Global Gaming Awards

London 2023

, accepted in person by Andén. Prior to his role as CEO, he operated as CCO at Kindred, as well as Director of Digital Marketing at Entain.

Commenting on the idea that the player’s interests must remain at the core of any companies ethos, Andén said: “We want our customers to have a rich experience from first interaction to the time that they choose to withdraw all the money and not be customers with us anymore.”

Andén then concluded by outlining how developing technologies such as AI could play a key role in the sustainability sector of the gambling industry moving forward, stating: “Is it possible to think that we can do better as we move forward? Undoubtedly. The only way to really achieve that is through better use of technology to ensure that we can serve customers in the right way for them at every interaction. I honestly think that it’s only possible with greater adoption of machine learning AI.”