New documents show a private for-profit company is gaining revenue from Florida’s gambling hotline. This is according to a new report coming from inside the Sunshine State. Per the article, the Florida Gaming Control Commission, which is the government agency overseeing the contract that provides money to programs to curb gambling addictions, switched the state’s hotline last year. Noted on the report, this was when the Florida Council on Gambling transitioned to a new non-profit called Kindbridge Research Institute. Additionally, they created a new website and number, 1-833-PLAYWISE, branded with Playwise. According to the latest publicly available tax filing on the IRS’ website from 2022, Kindbridge Research Institute’s principal officer is Daniel Umfleet, who is listed online as Kindbridge’s founder and CEO.
For this report, SBS will be going over the latest gaming news coming from the Sunshine State, along with a variety of other notes and information you can find only at SBS.
Records that a local TV outlet in the state received show the nonprofit signed a subcontractor agreement with a for-profit company connected to the nonprofit called Kindbridge Behavioral Health. With that in mind, Kindbridge could then get paid for a variety of services because of this. For example, the article notes, invoices show Kindbridge asked for $131,000 after providing their staff’s time and a variety of services like researching a brand name, designing, and delivering a logo, along with setting up a website from Kindbridge Research.
About a month later, Kindbridge would send an invoice to the Florida Gaming Control Commission for a similar amount with descriptions such as “administrative, helpline, and advertising” along with additional expenses like $250,000 for training and community outreach. A spokesperson for Kindbridge did not have a comment to share with the local outlet when the story was initially shared. There was also no word from anyone at the Florida Gaming Control Commission, which oversees state requirements to ensure a small portion of money from casinos gets allocated to resources for problematic gamblers.
Jennifer Kruse, the executive director for the nonprofit Florida Council on Compulsive Gambling, said she is concerned the circumstances create an incentive for the helpline to send potential patients to services run by the “for-profit” side of the company. She said the helpline ultimately becomes a “lead generation” tool for the company, like an auto mechanic shop operating a help line for people with car needs. “It’s a great business model for them,” Kruse said. “The incentive is to self-refer. They are not going to be providing that person with the help that the person really needs, because the incentive is to increase their bottom line, which they do by increasing their participants in their treatment program.’
As noted in the same report, Kruse’s helpline, 1-888-ADMIT-IT, is still operating without promotion or funding from the state. Data from the nonprofit shows the amount of “contracts” received, like texts/phone calls and emails, jumped 88% the first year gambling was legalized, from around 33,000 to 62,000. Although contacts did drop the following year, the group received around 50,000 contacts in 2025.
In other news, Florida’s attempt to overhaul its gambling landscape hit a roadblock in March, as House Bill 189 failed to advance before the legislative deadline. The sweeping proposal, which aimed to crack down on illegal gambling operations while clarifying the legality of fantasy sports, was ultimately laid on the table and replaced by a Senate companion bill. This effectively ended its run in the House this session. Per the same article and other sources, HB 189 had gained significant momentum earlier in the process. The bill cleared multiple committees, including an 18-5 vote in the Commerce Committee, positioning it as one of the most comprehensive gambling reform efforts in Florida in recent years.
Moreover, at its core, the legislation targeted illegal gambling operators across the state. It proposed elevating certain offenses to third-degree felonies, particularly for unlicensed slot machine businesses and online gambling platforms operating outside regulated channels. The bill also sought to define “internet gambling” more clearly under Florida law, expanding it to include online casino-style games accessible via mobile devices or computers, even if elements of skill were involved. In addition, HB 189 included provisions to formally recognize and regulate fantasy sports contests, an area that has long existed in a legal gray zone in the state. Of course, despite that support across the state, the bill ultimately ran out of time.
After you are all up to speed in relation to the latest gaming news coming from the Sunshine State, make sure to check out the excellent array of information for you at SBS. Of course, for more analysis on the region in question, the Florida sports betting guide is an excellent page of information for those looking to get more acquainted with the area’s gaming updates. Additionally, eligible patrons looking to diversify their payment options can be found here with all kinds of options for deposits and withdrawals available on the payment methods rundown. On this page, you can find options from crypto to more traditional banking routes. Finally, for those qualified, the VIP sports betting sites rundown is a must-read report that goes over the perks of VIP wagering and if it makes sense for you.
About the Author
Chris Boline is a Reno-based business development professional and freelance sports writer with over a decade of experience covering the NBA G League, Los Angeles Chargers, and national football and basketball. His expertise spans the NFL, NBA, UFC, boxing, golf, and motorsports, along with topical news, marketing, and promotional content. A proud University of Nevada graduate, Chris earned both his BS in Management & Economics (2015) and MBA (2023). He is active in the Reno community, serving on boards such as the Nevada Sagebrush Alumni Chapter, NCET, and the College of Business Alumni Association, where he was past president (2022–23). Notable honors include: - Two-time University of Nevada Alumni Chapter of the Year honoree (2017, 2021) - 2021 NCET Professional Services Organization of the Year (with TAC) - 2016–17 Reno Bighorns MVP, awarded by the Sacramento Kings - Nevada Press Association Award for Best Sports Column (2015) - Former Editor-in-Chief of The Nevada Sagebrush Chris blends his passion for sports with a strong background in sales, marketing, and community engagement.
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