Kindred Group

Kindred Group is one of the world’s largest online gambling operators, offering sports betting, online casino, poker, and bingo products through a portfolio of well-established brands. Founded in 1997 as Unibet, the company has grown into a global player with licenses in multiple jurisdictions and a strong presence across Europe, Australia, and North America.

About

Company History

Kindred Group was founded as Unibet in 1997 by Anders Ström in London. In 1998, the company obtained its first UK betting license and launched its online platform in 1999, available in English and Swedish.

In the early 2000s, Unibet expanded its offering beyond sports betting to include online casino and poker. This period also marked the beginning of its acquisition-led growth strategy. In 2005, Unibet acquired Belgian sportsbook operator Mr. Bookmaker, gaining a foothold in the Benelux region. Two years later, the purchase of Maria Holdings marked the company’s entry into online bingo and helped broaden its customer base.

Throughout the 2010s, Unibet grew its presence in regulated European markets and developed its own technology platform.

In December 2016, the company rebranded as Kindred Group plc.

Product Offering

Kindred’s platform includes:

  • Sports Betting: Pre-match and live betting on global and local events.

  • Casino: A wide selection of slots, table games, jackpots, and live dealer content from leading suppliers.

  • Poker: A proprietary poker network that caters to recreational players.

  • Bingo: Community-based bingo rooms with cross-promotional links to casino games.

Market Presence

Kindred holds licenses in over a dozen regulated markets, including the UK, Sweden, Denmark, France, Italy, Belgium, the Netherlands, and Australia. In the U.S., it operates under the Unibet brand in states like New Jersey and Pennsylvania through partnerships with local casinos. The company has publicly committed to exit unregulated markets and focus only on locally licensed and taxed jurisdictions.

Today, Kindred operates brands such as Unibet, Maria Casino, 32Red, and Bingo.com, serving over 30 million customers in multiple regulated markets. It is headquartered in Malta and listed on Nasdaq Stockholm.

In 2024, the company generated €3.1 billion in revenue and employed over 5,000 people worldwide.

Sponsorship and Community Engagement

Kindred has used sports sponsorship as a key brand-building tool, with a focus on long-term partnerships and community impact:

  • Rangers FC (Scotland): Extended its deal in 2024, with Unibet featured on the club’s match kits and 32Red on training gear. The partnership supports mental health initiatives such as the club’s “Team Talk” program.

  • Everton FC (UK): 32Red was a long-time sponsor of Everton, helping boost brand visibility in the Premier League.

  • English Football League Clubs: Kindred has sponsored several clubs across the English Championship and lower leagues, linking these deals to responsible gambling awareness campaigns.

  • Community projects: The company has shifted focus from pure brand exposure to using sponsorships to support local mental health and inclusion initiatives.

Acquisition by La Française des Jeux (FDJ)

In October 2024, Kindred Group agreed to be acquired by La Française des Jeux (FDJ), France’s state-owned national lottery and gaming operator. The acquisition was a strategic move by FDJ to accelerate its expansion in the online gambling sector and diversify its revenue streams beyond traditional lottery operations.

FDJ offered SEK 130 per share in cash, valuing Kindred at approximately €2.6 billion. The offer represented a significant premium over Kindred’s trading price at the time and was unanimously recommended by the Kindred board of directors. The deal marked one of the largest cross-border transactions in the European gambling industry in recent years.