Ever heard of the Kindred Group?


You probably haven’t heard of the Kindred Group. The brand was only launched this month.

It may surprise you then to know that the Kindred Group is one of the largest online gambling operations in the world, responsible for:

  • 12 well known e-gambling brands,
  • collectively having served 15.8 million customers worldwide,
  • with over 1,100 employees,
  • processing 16 to 18 million transactions per day,
  • and including one of the largest, and longest operating live dealer casinos.

The brand is less than a month old, but clearly the operation behind it is not.

Kindred Group Plc is the new name for Unibet Group Plc. They started trading on the Nasdaq (Stockholm) under their new name only a couple of weeks ago following shareholder approval of the name change at an extraordinary general meeting in the first week of December.

Why the change?

According to group CEO Henrik Tjärnström, acquisition of multiple brands in multiple (increasingly fragmented markets) has necessitated:

“…improving the distinction between our group brand and customer facing brands so we can be more relevant to our customers. Creating a mix of brands designed for each local market…”

Unibet will remain a key brand of the group, alongside names like Maria, Stan James and Huone.

As for the name Kindred…

“We will improve, evolve and challenge ourselves as a family of brands – as Kindred spirits”

Ah, doesn’t that make you feel all warm and furry just before Christmas?

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