In the fast-paced world of online gambling, few names stand out as prominently as Unibet and its parent company, Kindred Group. What began as a modest venture in a London flat in 1997 has grown into a global powerhouse, offering sports betting, casino games, poker, and bingo to millions of players worldwide. Today, Kindred Group operates multiple brands, with Unibet as its flagship, and continues to innovate in an industry that thrives on excitement and evolution. This article dives deep into the story of Unibet and Kindred Group, exploring their history, achievements, and what makes them a trusted name in online gaming.
Imagine a young entrepreneur in the late ’90s, sitting in a small apartment in Earl’s Court, London, dreaming of revolutionizing how people place bets. That dreamer was Anders Ström, the founder of Unibet. Back then, the internet was still in its infancy, and gambling was largely confined to physical bookmakers or casinos. Ström saw an opportunity to bring betting into the digital age, making it more accessible, transparent, and enjoyable for players everywhere.
In 1997, Unibet was born. Initially, it operated as a telephone betting service, taking wagers from customers over the phone. But Ström had bigger plans. By 1999, Unibet launched its first website, a bold move that positioned it as one of the early pioneers of online gambling. With a Maltese gambling license in hand and a vision to serve an international audience, Unibet began expanding rapidly. By 2004, the company boasted over 300,000 registered users across more than 100 countries—a testament to its early success.
As Unibet grew, so did its ambitions. The company wasn’t content to remain a single-brand operation. In 2007, it acquired Maria Bingo (later rebranded as Maria Casino), marking the beginning of a multi-brand strategy. This approach allowed the company to cater to different player preferences—some loved sports betting, others preferred casino games or bingo. Over the years, acquisitions like Bingo.com, Stan James, and iGame further expanded its portfolio.
By 2016, the company had outgrown its original name. Shareholders voted to rebrand Unibet Group Plc as Kindred Group Plc during an Extraordinary General Meeting in Stockholm. The name “Kindred” wasn’t chosen at random—it reflects a sense of community and shared values among its employees and players. As Anders Ström himself said, the rebranding marked a historic step, giving the company the flexibility to grow in a dynamic industry while maintaining a clear distinction between its consumer-facing brands and the overarching corporate identity.
Today, Kindred Group oversees a family of 11 brands, including Unibet, 32Red, Maria Casino, Vlad Cazino, and Otto Kasino. Each brand brings something unique to the table, ensuring Kindred appeals to a diverse global audience. Whether you’re a football fan placing a bet on Unibet or a slots enthusiast spinning reels on 32Red, Kindred has you covered.
Unibet remains the crown jewel of Kindred Group. Known for its sleek design, user-friendly interface, and extensive offerings, it’s a one-stop shop for online gambling enthusiasts. From pre-game and live sports betting to an impressive array of casino games, poker, and bingo, Unibet delivers a premium experience in over 20 languages across 100+ countries.
What sets Unibet apart? For one, its commitment to innovation. In 2003, it introduced live betting, allowing players to wager on events as they unfolded—a game-changer at the time. A year later, in 2004, Unibet launched its mobile site, long before smartphones became ubiquitous. These forward-thinking moves kept Unibet ahead of the curve, earning it accolades like “Sportsbook Operator of the Year” at the 2014 IGA Awards.
Unibet also shines in its partnerships. It sponsors major sports teams and events, including Middlesbrough FC, Philadelphia Eagles, Glasgow Rangers, and even five-time World Chess Champion Magnus Carlsen. These collaborations not only boost brand visibility but also connect Unibet with passionate fanbases worldwide.
Kindred Group’s journey didn’t stop with a name change. The company has continued to expand its footprint, particularly in regulated markets. In 2011, Unibet secured one of the first licenses in Denmark’s newly re-regulated gambling market. By 2019, it had entered the U.S., launching Unibet in New Jersey and Pennsylvania—a significant milestone in a country where online gambling was still finding its footing.
Fast forward to October 2024, and Kindred Group reached another pivotal moment: it was acquired by La Française des Jeux (FDJ), a leading French lottery and gaming company. This cash buyout marked the end of Kindred’s time as a publicly listed company on the Stockholm Stock Exchange (Nasdaq). For FDJ, the acquisition solidified its position as a European gaming giant, adding Kindred’s expertise and brands to its portfolio.
As of March 15, 2025, Kindred continues to operate under FDJ’s umbrella, with Unibet maintaining its status as a top-tier brand. Recent highlights include Unibet becoming an official sponsor of the 2025 IIHF Ice Hockey World Championship in Sweden and Denmark—a nod to its strong Nordic roots and commitment to sports.
Gambling is all about fun, but Kindred Group knows it comes with responsibility. From its early days, the company has prioritized player safety and sustainable gaming. In 2018, it launched an ad blocker tool to help self-excluded customers avoid gambling ads. It’s also a member of organizations like the European Gaming and Betting Association (EGBA) and is certified by eCOGRA for responsible gaming standards.
Kindred’s “Journey Towards Zero” initiative is another standout effort. The company publicly shares revenue figures from harmful gambling, aiming to reduce it to zero. This transparency builds trust and sets a high bar for the industry. As Henrik Tjärnström, former CEO of Unibet Group, once said, “We’ve played an important part in driving the industry forward, and we intend to continue to do so.”
So, why choose Unibet or any Kindred brand over countless other online gambling options? It’s a mix of innovation, variety, and trustworthiness. Here’s a closer look:
Take Otto Kasino, for example. Launched in 2020 as Kindred’s first pay-and-play brand, it offers a lightning-fast mobile casino experience designed for simplicity. Or consider Vlad Cazino, a Romanian-focused online casino with a playful twist on local heritage. These tailored offerings show how Kindred adapts to different markets without losing its core identity.
No company’s journey is without bumps, and Kindred Group is no exception. In 2022, regulators in Norway fined its subsidiary Trannel International Ltd for illegal gambling activities, a dispute that dates back to 2019. Kindred fought back with legal appeals, but Norway’s supreme court upheld the penalties. Similarly, in Canada, Unibet faced a CAD$48k fine in 2022 for advertising violations.
These incidents highlight the complexities of operating in a heavily regulated industry. Different countries have different rules, and Kindred’s global ambitions sometimes clash with local laws. Yet, the company has weathered these storms, focusing on compliance and growth in regulated markets like the U.S. and Europe.
With FDJ now at the helm, what’s next for Unibet and Kindred Group? The acquisition opens new doors, blending FDJ’s lottery expertise with Kindred’s online gambling prowess. Expect more innovation, possibly integrating lottery-style games into Kindred’s offerings or expanding into new markets where FDJ has a foothold.
Unibet, meanwhile, shows no signs of slowing down. Its updated logo in 2019—designed for a mobile-first world—reflects its adaptability. Features like the BetShare tool, which lets players personalize and share bet slips on social media, keep it relevant in a digital age where engagement is key.
As of March 15, 2025, Kindred remains a leader in online gambling, bolstered by FDJ’s resources. Whether you’re a casual bettor or a seasoned player, Unibet and its sister brands offer an experience that’s hard to beat.
Beyond the stats and milestones, what do real people say about Unibet and Kindred Group? Players often praise the intuitive design—finding a game or placing a bet feels effortless. The variety of options means there’s always something new to try, whether it’s a live football match or a quirky slot game. And when issues arise, customer support is quick to step in, a detail that matters more than you’d think.
One user on X recently noted, “Unibet’s live betting is unmatched—keeps you on the edge of your seat!” Another highlighted the seamless mobile experience, saying, “I can bet from anywhere, and it just works.” These snippets of sentiment reflect why Kindred’s brands resonate with millions.
From a single betting site to a multi-brand empire, Unibet and Kindred Group have come a long way since 1997. Their story is one of vision, adaptability, and a relentless drive to improve. Now part of FDJ, they’re poised to keep pushing boundaries, blending entertainment with responsibility in a way few competitors can match.
Whether you’re new to online gambling or a long-time fan, Unibet-Kindred Group offers a world of excitement at your fingertips. So why not give it a spin? The next big win—or just a good time—might be waiting.
What is the relationship between Unibet and Kindred Group?
Unibet is the flagship brand of Kindred Group, which serves as the parent company. Kindred oversees multiple brands, including Unibet, 32Red, and Maria Casino, offering a range of gambling products.
When was Kindred Group founded?
Kindred Group began as Unibet in 1997, founded by Anders Ström. It officially became Kindred Group Plc in December 2016 after a shareholder vote.
Who owns Kindred Group now?
As of October 2024, Kindred Group is owned by La Française des Jeux (FDJ), a French gaming and lottery company, following a cash buyout.
What brands are part of Kindred Group?
Kindred Group includes 11 brands: Unibet, 32Red, Maria Casino, Vlad Cazino, Otto Kasino, Bingo.com, Stan James, iGame, Casinohuone, Kolikkopelit, and Highroller.
Is Unibet safe to use?
Yes, Unibet is licensed in multiple jurisdictions, including Malta, Gibraltar, and the UK, and adheres to strict responsible gaming standards, making it a trusted platform.
What types of gambling does Unibet offer?
Unibet provides sports betting (pre-game and live), online casino games, poker, and bingo, catering to a wide range of players.
Where is Kindred Group headquartered?
Kindred Group is headquartered in Sliema, Malta, with additional offices in London, Gibraltar, Stockholm, and the U.S.
How does Kindred Group promote responsible gaming?
Kindred promotes responsible gaming through tools like ad blockers for self-excluded players, its “Journey Towards Zero” initiative, and certifications from organizations like eCOGRA.
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