Protecting Customers: Kindred and William Hill Introduce Voluntary Safer Gambling Measures in US Markets

Author Thomas Wolf
March 26, 2021 3 min read

March Madness is a traditionally massive sports betting weekend in the US. With many operators now moving online in legal markets and offering integrated online casino services besides their sports betting, online operators expect big things this month.

But those big things also come with big responsibilities.

Thus, two operators with long-standing experience in global legal markets have this week debuted some fantastic safer gambling tools for the US market.

Not only will Kindred Group and William Hill’s new measures help protect players at risk of problem gambling, but they’ll also protect businesses from the reputational damage that can come if nothing is done to stop problem gamblers.

Inter-State Protection

Sweden’s Kindred Group operates dozens of online casinos across the world, including several (such as Unibet) in newly legal US markets.

The company’s first safer gambling feature in the United States is a big one. They’ve partnered with long-standing European safer gambling project Gamban to offer a cross-state gambling exclusion service – the first of its kind in the US.

Currently, self-exclusions at US online casinos (if available at all) work on a site-by-site basis.

Not so with this new initiative from Kindred. If a customer at Unibet’s New Jersey site blocks themselves, they’ll also be blocked at all other Kindred sites in other legal states.

Currently, that covers Pennsylvania and Indiana, but Illinois and Iowa are in the pipeline with pending license applications for Kindred.

“It has always been our ambition to bring our European know-how and expertise in responsible gambling to the US and our long-standing successful partnership with Gamban perfectly aligns with this ambition” said Kindred’s head of Responsible Gambling Research, Maris Catania.

“We are proud to be the very first operator in the US to offer inter-state protection to our customers and we strongly believe this will be an important step for the industry” they finished.

The European operator has publicly committed to its aim of zero percent of revenue coming from harmful gambling by 2023. It is one of the only operators in the world to publish its in-house stats on this issue.

Play by the Book

Massive operator William Hill, who has sportsbooks and online casinos across nearly all the legal market states today, is also taking some safer gambling initiatives this month.

As well as new training for employees in its US division on how to recognize problem gambling habits, William Hill promotional material, storefronts, and online presence will now carry its “Always Bet Responsibly. Play by the Book” campaign logo.

“Our goal is to educate new and existing customers about how to identify problem gambling and the resources that are available to help them and their families. Sports betting and casino gaming should always be about fun and entertainment”

William Hill US CEO Joe Asher

US operators are not the only ones looking to get ahead of the game when it comes to safer gambling initiatives.

In Ireland, Flutter Entertainment has echoed the UK regulator and self-imposed a ban on credit card deposits at any of its online casino sites in the country.

Although there’s no requirement by law in the US (or Ireland) to do anything, it looks good for operators to take steps – plus, it’s the right thing to do.

There are enough profits to be made in gambling through everyone betting an amount they can afford, as demonstrated by Kindred’s commitment to 100% safe gambling over the next few years.

Getting ahead of the curve can also help if legislation is introduced, as these companies will have a head start and experience in applying any possible changes.

For the latest news on safer online gambling initiatives around the world, plus much more from the online casino world, keep checking! 

Author Thomas Wolf


Thomas Wolf

384 articles

Thomas Wolf is our editor in chief. With an extensive background in online gambling (both working for casino operators and game studios) as well as an MBA from the Thunderbird School of Global Management, he's a proper authority on online casinos. When not running the day to day operations or reviewing new operators Thomas is a blackjack aficionado with some seriously big wins recorded at land-based casinos in both Las Vegas, Monaco and Macau.

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