Purpose & Values

Our purpose

"To transform gambling by being a trusted source of entertainment that contributes positively to society."

We recognise that gambling has to transform into a more trusted source of entertainment and positive contributor to society.

We lead by example, giving players a superior experience while feeling safe and secure. It empowers them with confidence to totally enjoy the thrills, excitement and togetherness that represent gambling at its best. Combining this with better governance to keep our players safe sets us apart.

We’re committed to a collective approach ensuring positive influence reaches further. Investing in behavioural research, predictive AI technologies, a thriving sports ecosystem and local community initiatives means we can bring value to society, contributing to improved health, wellbeing and positive long-term outcomes.

Gambling is a safer, more responsible and enjoyable place for our players because of the stand we take. We know that doing the right thing and earning trust sustains our business, supports the sector and widens our impact by contributing positively to society.

Our values

We are individuals united

We’re a diverse network of passionate and talented individuals who are proud to be part of Kindred. As experts in our different areas, we all add something special to the company. Our success depends on attracting and keeping the best talent who recognise the importance of being a part of a winning team.

We dare to challenge

We see all challenges as an opportunity to do something in a better way ― for you, for the team and for our customers. We hunger for growth both personally and professionally and go above and beyond to deliver the successful products of tomorrow. Only through acting now and taking calculated risks will we stay one step ahead of the competition.

We build on trust

Our success is built on trust. We trust each other to deliver on our promises. We believe in empowerment and we are all trusted to make the right choices for Kindred and our customers. We behave with integrity and fairness in everything we do and because of this we are trusted by our customers, the regulators and the industry as a whole.

We seek to innovate

We foster an environment where initiative and innovation are rewarded. We combine our skill and experience with novel thinking to spot new trends and tools to improve our customers’ experiences. We regard failure as a stepping stone to success. We listen, we learn and we adapt.

We believe in friendship

We believe in humility and have a genuine interest in our colleagues. We believe that being friendly is more than an attitude; it’s a way of working. We enjoy what we do, and it shows. It’s infectious and builds relationships that last, and friendships that grow. Through friendship comes trust, and through trust comes loyalty—the key to our business.