Unibet’s Zero% Mission | A Journey to Zero

Our Journey To Zero

Unibet and its parent company Kindred Group takes keeping gambling safe and fun for our players extremely seriously. By placing sustainability and responsible gambling at the heart of everything we do, we have driven forward an ambitious agenda to change the way that our brands operate in the UK.

That is why in 2021, we launched our ‘Journey to Zero’ – an ambitious goal to reach zero percent of revenue from our platform that is generated from harmful gambling. To facilitate a fair and honest discussion, we became the first operator to openly report the share of revenue that we make from customers exhibiting high risk behaviours.

https://www.youtube.com/watch?v=1Iv14lzb1Gk

As it stands, around 3% of our revenue comes from players exhibiting high risk behaviours, and in around 85% of cases we are able to reduce someone’s risk after interacting with them. Both these figures are trending in the right direction, but we want to continue making progress.

The Zero% Mission

Our Zero% Mission is a key part of our strategy to reach that target – by ensuring the conversation about gambling is open and based on facts and evidence.

Unibet’s Zero% Mission is a key way for us to have those conversations with our customers and the wider public – helping to educate players about the tools available to keep gambling safe and enjoyable and to signpost where to go if there are problems.

#RangersFC will wear shirts with unique 'Zero % Mission' branding during tonight's game, as part of our partnership with club sponsor @KindredGroup.

All the info 👇 | #SaferGamblingWeek #SGWeek22

— Rangers Football Club (@RangersFC) October 19, 2022

Our experience and insight shows that the risk profile of our customers is often on a continuing and ever-evolving spectrum – we see players moving up and down it, and we work hard to ensure all activity is at the healthier, low risk end of the spectrum.

By positioning safer gambling as a key part of our brand, we are driving forward an ambitious agenda to ensure our customers understand the importance of using safer gambling tools. By educating and encouraging customers to take control of their play by activating these tools – while simultaneously evolving our own ability to detect risk by investing in technology and the systems we use and improving the effectiveness of our interactions with customers to de-risk behaviour – we are confident that we can reach our goal.

Click here for a more detailed outline of how we categorise risk on our platform – helping us to understand player behaviour and ensuring we keep people safe.