Kindred Group Company Profile – Leadership, Partnerships, and Global Operations
About Kindred Group
Kindred Group is an online betting and gaming operator founded as Unibet in 1997. In October 2024, FDJ Group completed the acquisition of Kindred, making the former Kindred operations part of FDJ UNITED’s Online Betting & Gaming business unit. Kindred’s services scope covers sports betting, horse-race betting, casino, poker, and bingo through brands including Unibet, 32Red, and Maria Casino.
Mission and Business Focus
Kindred’s historical business focus has been to provide online gambling services through trusted consumer brands and regulated-market operations. Under FDJ UNITED, the former Kindred business now sits inside a broader responsible gaming and betting group.
Primary Market Focus
Kindred has historically focused on European online betting and gaming markets, especially locally regulated jurisdictions. FDJ’s acquisition materials identify the Netherlands, the United Kingdom, France, Sweden, and Belgium as key markets, with Kindred present in seven of the top ten European markets before the acquisition.
The History of Kindred Group
Kindred began as Unibet, a digital-first betting brand founded by Anders Ström. Over time, it expanded into a multi-brand online gambling operator, then became part of FDJ UNITED through a major European consolidation deal in 2024.
Founders & Key People Kindred Group
Kindred’s original founder-led history is connected to Anders Ström and the Unibet brand. Since the FDJ acquisition, public leadership is presented through FDJ UNITED’s board and executive committee, with online betting and gaming overseen at the group level.
Anders Ström
Stéphane Pallez
Pascal Chaffard
Sébastien Rozanes
Célia Verot
Ownership
Kindred is no longer considered a standalone listed public company. FDJ completed its acquisition of Kindred in October 2024 after receiving tenders representing more than 90% of Kindred’s capital, then proceeded with integration into the wider FDJ UNITED group.
- Owned by FDJ UNITED;
- Former Kindred operations now form the OBG business unit;
- Online betting and gaming, not lottery-first;
- Integrated into a larger European gaming group.
Offices & Headquarters Kindred Group
Kindred Group plc is registered in Malta, with its registered office listed as c/o Camilleri Preziosi, Level 2, Valletta Buildings, South Street, Valletta VLT 1103, Malta. FDJ UNITED’s current careers and contact pages also show a broader operating footprint across France, Malta, the United Kingdom, and other group locations.
Global Reach
Kindred’s reach is now best understood through FDJ UNITED’s combined footprint.
- 33 million players reached by Kindred;
- 2,500 Kindred employees before acquisition, 5,700+ FDJ UNITED employees;
- Presence in around 15 locally regulated markets;
- 7 of the 10 largest European markets before acquisition;
- Online betting and gaming across key European jurisdictions;
- Unibet and 32Red among the most visible brands.
Licensing & Regulatory Info Kindred Group
Kindred’s regulatory position is now framed within FDJ UNITED’s policy of operating only in locally regulated markets or markets on a path to regulation. The former Kindred OBG unit is also described as a member of the European Gaming and Betting Association and a founding member of the International Betting Integrity Association.
Business Partnerships Kindred Group
Kindred’s partnerships are now part of FDJ UNITED’s Online Betting & Gaming ecosystem. The business model combines consumer-facing brands, affiliate operations, sports betting products, casino games, poker, bingo, and locally adapted online gaming offers.
Contact Details Kindred Group
Public contact information now routes mainly through FDJ UNITED rather than a separate Kindred corporate contact page. The former Kindred careers domain also redirects into FDJ UNITED’s careers structure, while the legal registration of Kindred Group plc remains in Malta.
