Kindred in brief

We continue to transform gambling

Over the last 20 years, Kindred Group has brought together 11 of Europe’s most successful online gambling brands – forming one of the largest online gambling companies in the world.

In 1997, from his London flat, our founder Anders Ström set out to change the way players gamble and offer them an experience suited to the modern digital world. This desire led to the launch of Unibet, a business that would tap into the rise of the digital economy by offering sports betting, casino, poker and games over the internet.

What started as Unibet is today Kindred Group, a diverse team of 1,600 people representing 55 nationalities located across offices in more than 12 locations. We are listed on Nasdaq Stockholm and serve over 25.6 million customers worldwide.

As we look forward, our heritage of ‘offering players a better way to gamble’ remains crucial.  Innovation in technology, marketing and data offers huge opportunities to get even closer to the customer, and keep us as pioneers of online gambling. Even as the online gambling industry changes, our group works constantly to keep up with new market dynamics and regulations – ensuring a sustainable and profitable business today, tomorrow and beyond.

Kindred is:

  • An online gambling group with over 25.6 million customers
  • A high tech company managing more than 25 million transactions every day
  • Certified by G4 (Global Gaming Guidance Group), complying with their Code of Practice in relation to responsible gambling
  • Certified to be compliant with eCOGRA’s standards
  • A member of the European Gaming and Betting Association and the Remote Gambling Association
  • Compliant with the 2014 EU Recommendation on Consumer Protection and Responsible Gambling (2014/478/EU)
  • A founding member of ESSA
  • Rated AAA by MSCI ESG