Long before he was appointed CEO in 2010, Henrik Tjärnström was a part of the Kindred Group (then Unibet Group). Henrik joined the Board of Directors in 2003 and was part of the Board until 2008 where he stepped into the role as Chief Financial Officer for the Group. He holds a MSc in Industrial Engineering and Management from the Institute of Technology, Linköping University, Sweden. Before joining the Kindred Group, Henrik was employed as Senior Financial Manager at Skanska Infrastructure Development AB from 2001 to 2008.
SGC 2021 Safer gambling: a shared responsibility
Enjoy the recordings of our 2021 online conference by clicking on ‘2021 archive’. Scroll down and read more about the highlights.
Safer gambling: a shared responsibility
This year we gathered experts from inside and outside of the industry to share ideas on how operators can offer a thrilling gambling experience that is also safe and responsible.
The theme of the 2021 conference was “Safer gambling: a shared responsibility”. We tackled crucial questions, such as:
- Sustainable gambling – myth or reality?
- What do we need to do as operators?
- How can we work closer within and outside the industry?
- How can we learn from other industries?
Summary

Highlights
There is a broad consensus that the industry’s profitability, even its very existence, is contingent on becoming sustainable. Operators, regulators and affiliates all need to beware of their impact and align with each other to develop coherent practices and policies.
There is a strong willingness to work together and share information to find the best practices, both between different stakeholders and over different markets. With an increased focus on the behavioural components of gambling, concepts such as nudging could be utilised to propel better habits and safer gambling environments.
Improving the industry’s reputation is an integral part of combating misconceptions and promoting a more constructive dialogue.As the industry moves towards a more evidence-based approach, methods and data collection need to become more reliable. Standardising KPIs and definitions, as well as setting common goals are crucial for the development of sustainable practices
As we look forward, we hope to build on this momentum and, furthermore, add more actions and tangible results.
Media Library
Opening Remarks

Safer gambling: Putting accountability and transparency into action

The industry’s responsibility to protect the customers and provide a safe experience

The concept of nudging and how this can be applied on the context of shared responsibility

How to operate in regulated markets – learnings from a social media company

The evaluation and efficacy of responsible gambling tools using real-world data

Explainable persuasion for more informed play

Coming together to provide a more sustainable industry PART 1

Coming together to provide a more sustainable industry PART 2

TalkBanStop – an example of a shared responsibility initiative

The role of the regulator

Using real world gambling data to better understand product risk

Addressing harmful gambling revenue: Kindred’s journey to 0%

PGSolutions talk about Don’t bet YOUR LIFE on it… the Safer Gambling programme

The importance of lived experience within problem and responsible gambling

Closing Remarks

Agenda – Safer Gambling: An honest conversation

Welcome

Opening remarks

Safer gambling: Putting accountability and transparency into action





The industry’s responsibility to protect the customers and provide a safe experience

Inspirational lecture on “the concept of nudging and how this can be applied on the context of shared responsibility”

How to operate in regulated markets – learnings from a social media company










Coming together to provide a more sustainable industry
TalkBanStop – an example of a shared responsibility initiative




The role of the regulator
Breakout sessions A


Addressing harmful gambling revenue: Kindred’s journey to 0%


Explainable persuasion for more informed play

The evaluation and efficacy of responsible gambling tools using real world data
Breakout sessions B

The importance of lived experience within problem and responsible gambling

Using real world gambling data to better understand product risk



PGSolutions talk about Don’t bet YOUR LIFE on it… the Safer Gambling programme

Closing remarks
Speakers

Henrik Tjärnström
Chief Executive Officer
Kindred Group

Patrik Hofbauer
Chief Executive Officer
Svenska Spel

Oscar Berglund
Chief Executive Officer
Trustly

Nurit Nobel
Researcher in Economic Psychology and co-founder Impactually

Pontus Lindwall
Chief Executive Officer
Betsson AB

Esben Skou Vinther
Senior Director, Group Strategy & Execution
Better Collective

Lydia Capolicchio
Moderator

Johan Törnqvist
Chief Executive Officer
Play’n GO

Thomas Mattsson
Senior Advisor
Bonnier News

Deniz Cemiloglu
PhD candidate
Bournemouth University, UK

Maarten Haijer
Secretary General
EGBA

Camilla Rosenberg
Director-General
Swedish Gambling Authority

Janne Elvelid
Head of Public Policy
Sweden & Finland Facebook

Peter-Paul de Goeij
Managing Director
NOGA

Brigid Simmonds
Chairman
BGC

Anders Dorph
Director
Danish Gambling Authority

Yanica Sant
General Counsel
Malta Gaming Authority

Thomas Marcussen
Clinical psychologist
Aarhus University Hospital

Dr. Mark Griffiths
Professor
Nottingham Trent University, UK

Hubert Rovers
Chief Executive Officer
EFDN Foundation

Daria Magdoiu
Responsible Gaming Relationship Manager
Kindred Group

Erik Sprinchorn
Portfolio Manager
Tin Fonder

Britt Boeskov
Chief Experience Officer
Kindred Group

Ryan Pitcher
Co-host of the All Bets Are Off podcast & Commercial Manager for Deal Me Out

Josephine Holloway
Executive Director of PGSolutions Group CIC and Co-Creator of Don’t bet YOUR LIFE on it…

Terry White
Co- founder of PGSolutions Group and Co-Creator of
Don’t bet YOUR LIFE on it…

Mark Potter
Head of Delivery
EPIC Risk Management

Christopher Gilham
Co-host of the All Bets Are Off podcast and CFO & Commercial Director of TalkGEN

Karim Chikh
Head of Legal and Compliance analytics
Kindred Group

Dr. Jonathan Parke
Director
Sophro Ltd

Dr. Raian Ali
Professor
Hamad Bin Khalifa University, Qatar

Christel Fiorina
Director of Markets
Compliance and Player Protection at the Autorité Nationale des Jeux (ANJ)

Peter Holloway
Executive Director of PGSolutions Group CIC and Co-Creator of Don’t bet YOUR LIFE on it…
About the Sustainable Gambling Conference
The Sustainable Gambling Conference (SGC) is a leading annual event that brings together stakeholders from across the gambling ecosystem – including operators, regulators, researchers, treatment providers, and individuals with lived gambling addiction experience – to foster collaboration and drive innovation in safer gambling practices. Established by FDJ UNITED, the SGC serves as a platform for open dialogue, knowledge sharing, and the development of sustainable strategies aimed at minimising gambling-related harm and promoting a safe experience.
Each year, the conference explores a central theme that reflects the evolving challenges and opportunities within the industry. Previous themes have included “Building Relevance” (2019), focusing on increasing the industry’s societal relevance; “Collaborate to Innovate” (2020), emphasising technological advancements for sustainability; and “Safer Gambling: A Look into the Future” (2024), which addressed topics like artificial intelligence, regulatory adaptation, and ethical considerations in the digital age.
The SGC has been hosted in various cities across Europe, underscoring its international reach and commitment to diverse perspectives. Notable locations include Copenhagen (2019), Amsterdam (2022), and London (2024). In 2025, the conference will convene in Brussels under the theme “Collaboration for Impact: Safer Gambling in a Changing World,” aiming to unite global experts to address emerging trends and reinforce collective efforts toward a more responsible gambling environment.
Through its inclusive and forward-thinking approach, the Sustainable Gambling Conference continues to be a catalyst for meaningful change, driving the industry toward greater transparency, accountability, and social responsibility.