About Organisation
Brief Overview
Kindred Group, formerly known as Unibet Group, is a leading European online gambling operator managing a diverse portfolio of consumer brands across sportsbook, casino, poker, and bingo. The company focuses on regulated markets, proprietary technology, and responsible gaming practices.
| Legal Name | Kindred Group plc |
| Main B2C Brands | Unibet, 32Red, Maria Casino, Vlad Cazino, Bingo.com, Casinohuone |
| Legal Structure | Public Company |
| Listed On | Nasdaq Stockholm (Ticker: KIND-SDB) |
| Number of Employees | ~2,500 |
| Parent Company | La Française des Jeux (FDJ) – acquired October 2024 |
Mission and Business Focus
| Mission | Provide responsible, entertaining gaming in regulated markets only |
| Core Strategy | Multi-brand operation with in-house platform and market-localised presence |
| Regulated Revenue | Over 80% of revenue comes from locally regulated markets |
Company History & Founders
Year Founded and Evolution
| 1997 | Founded as Unibet by Anders Ström in the UK |
| 1999 | Launched first online sportsbook |
| 2016 | Rebranded to Kindred Group plc |
| 2024 | Acquired by La Française des Jeux (FDJ) for €2.45 billion |
Key People / Founders
| Founder | Anders Ström |
| CEO (2025) | Nils Andén |
Licensing & Regulatory Info
Active Gaming Licenses
Kindred Group holds multiple national licences enabling operation across regulated European and international markets.
| Malta (HQ) | MGA Licensed |
| United Kingdom | UK Gambling Commission Licensed |
| Sweden | Spelinspektionen Licensed |
| Netherlands | Kansspelautoriteit (KSA) Licensed |
| France, Italy, Denmark, Belgium, Australia, Romania, USA (select states) | Locally licensed and regulated |
Regulatory Bodies & Compliance Measures
| Memberships | EGBA, IBIA |
| Compliance Tools | AML/KYC systems, Responsible Gambling technology, Affiliate monitoring |
| Notable Incidents | Fines in UK, Sweden, Netherlands for AML and Responsible Gambling breaches |
Offices & Headquarters
Main Office Locations
| Malta (HQ) | Corporate and regulatory headquarters |
| London, Gibraltar, Stockholm, Tallinn | Regional operations and tech hubs |
| Australia | Market-specific operations |
Global Reach
| Europe | Core market (over 85% of operations) |
| Australia | Licensed operations under Unibet brand |
| United States | Selective presence in regulated states (e.g., New Jersey, Pennsylvania) |
Business Partnerships
Platform and Software Providers
| Relax Gaming | Owned by Kindred (~93%); provides casino games, bingo, and poker |
| GiG Comply | Affiliate compliance and monitoring partner |
| Nuvei | Payments infrastructure partner |
| EveryMatrix | Sportsbook data integration via OddsMatrix |
Contact Details
| HQ Address | Level 6, The Centre, Tigné Point, Sliema, TPO 0001, Malta |
| Phone | +356 2133 3532 |
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