Kindred
- Founded
- 1997-01-01 in Malta
- Headquarters
- 2nd Floor, 10 Bloomsbury Way, London WC1A 2SL, United Kingdom
Kindred Group plc is one of Europe’s leading online gambling operators, headquartered in London, United Kingdom, with origins tracing back to 1997 in Malta. The company serves millions of customers across regulated markets through a portfolio of well-known brands including Unibet, 32Red, Maria Casino, and Storspelare. Originally founded as Unibet Group by entrepreneur Anders Ström, the company rebranded to Kindred Group in 2019 to signal a broader ambition that includes a strong focus on technology, multi-brand strategy, and responsible gambling. Kindred operates its proprietary sportsbook and casino platform, which supports personalization and localisation across 20+ regulated jurisdictions. The group is listed on Nasdaq Stockholm (ticker: KIND) and has approximately 1,600 employees. In 2024, Kindred reported revenue of around £1.2 billion and was the subject of a successful takeover by French state-owned gambling operator FDJ (La Française des Jeux), valued at approximately £2.6 billion. The acquisition closed in early 2025, with Kindred continuing to operate as a subsidiary under its existing brand structure. Kindred has been an industry leader in safer gambling, publicly committing to its “Journey to Zero” initiative aiming for zero revenue from harmful gambling. The company’s technology stack, regulatory expertise, and brand equity make it a significant force in the European iGaming landscape.
Detailed Review
Kindred Group has established itself as a major player in the European online gambling market, with a history of innovation and responsible gambling advocacy. The company was founded in 1997 by entrepreneur Anders Ström and others under the name Unibet. After a period of rapid growth and a stock exchange listing in 2004, the group expanded through acquisitions, including 32Red in 2016 and Maria Casino. The rebranding to Kindred Group in 2019 marked a strategic shift towards a multi-brand, multi-jurisdiction approach with a unified technology platform. The group's proprietary Sportsbook and Casino platform (the "Kindred Platform") supports its brands and offers customization for local markets. Kindred has obtained licenses in key jurisdictions including the UK, Sweden, Denmark, Italy, Belgium, and the newly regulated Netherlands market.
The company has been at the forefront of responsible gambling, implementing advanced player monitoring tools and a public commitment to "Journey to Zero" – targeting zero per cent of revenue from harmful gambling by 2025. Financially, Kindred has shown resilience, with strong cash flows and a focus on regulated markets. In 2024, the company was the subject of a takeover bid by FDJ (La Française des Jeux), which was later completed, making Kindred a subsidiary of the French state-owned gambling operator. This acquisition values Kindred at around £2.6 billion. The integration with FDJ is ongoing, with Kindred retaining its brand structure and management team for the transition period. Despite the takeover, Kindred continues to operate independently under the Kindred Group name within FDJ.
Key Products
Unibet
Flagship multi-brand offering sportsbook, casino, poker, and bingo. Strong in Europe and Australia.
32Red
Premium online casino brand focused on high-quality slot and table games, popular in UK and Italy.
Maria Casino
Casino and bingo brand targeting Nordic and German-speaking markets.
Storspelare
Sportsbook and casino brand for the Nordic and Baltic regions.
iGame
Casino brand focused on the Czech and Polish markets.
Kindred Platform (proprietary)
Unified technology stack for sportsbook, casino, player management, data analytics, and responsible gambling tools. Powers all brands.
Otto Casino
Swedish-market casino brand.
Casinohuone
Finnish-focused casino brand.
Bingo.com
Bingo-focused brand operating in the UK and Europe.
Offices & Headcount
1600 employees (approx.)
Key Persons
- Nils Andén
Interim CEO
Notable past members
- Nils Andén — Various roles (including Head of Poker, Head of Markets, Chief Marketing Officer for Unibet brand)
- Nils Andén — Chief Commercial Officer
- Nils Andén — Chief Executive Officer
- Tom Banks — Head of Corporate Affairs UK / Global Corporate Affairs
Recent News
Swedish Court Backs Spelinspektionen’s AML Fines Against Betsson, ComeOn and Kindred
A Swedish administrative court has upheld AML fines totalling SEK 22m against Betsson, ComeOn Group and Kindred for failing to conduct adequate customer due diligence, rejecting operators' arguments that the sanctions were disproportionate.
2026-07-12