The Kindred Story

Kindred Group is a digital entertainment pioneer bringing together nine successful online gambling brands – forming one of the largest online gambling groups in the world.

An exhilarating ride

Founded in 1997 to provide customers with a better and safer way to place a bet in the modern digital world, Kindred Group (then Unibet Group) built a reputation as a disrupter and innovator, quickly gaining a loyal customer base around the world.

Kindred changed the game by offering customers a better gambling experience than traditional high-street operators. 

During the last 25+ years, Kindred established significant market share in key regulated markets across the globe. Our story is an exhilarating ride; powered by people, innovation, and a relentless focus on offering our customers a safe and fun entertainment experience.   

Read about how we became a leading gambling operator here.

Trusted brands

Our collective purpose is to continue to transform gambling by being a trusted source of entertainment that contributes positively to society. We offer our customers a great experience that’s safe and sustainable, while recognising our opportunity to support local communities and taking an active part in preventing harmful gambling.

We’re home to nine gambling brands, trusted by millions of customers around the world. Each of our brands has its own unique offering and identity, built around the desire to offer customers a thrilling entertainment experience.

Discover our brands here.

Keeping our players safe

The safety of our customers is core to everything we do. We are industry leaders in the field of responsible gambling, and we have built an extensive suite of tools and proprietary technology to help our customers avoid gambling harm.  

In 2020, we became the first global online gambling company to commit to zero revenue from harmful gambling. 

Learn more about how we keep our players safe and our commitment to zero revenue from harmful gambling here

We are Individuals, United!

Our story continued to be written by great people. Together, we have created a unique culture that values the contribution of every individual. No matter if you’re working from home or in an award-winning office, we are one global team: Together as Kindred!

Our global team of over 2000 people represent over 70 nationalities, united by four shared values and one common purpose. Some of the first people to join Unibet in 1997 are still with us today, and new people bring us fresh ideas and renewed energy each day.

We didn’t get this far by having people cast from the same mould. It takes all kinds of people to create a winning team. We succeed because we allow our differences to strengthen and enrich our culture.

Explore our global opportunities here.

A bright future

Kindred remains at the forefront of new and existing global markets.  

New technology promises to immerse consumers deeper into live-action sport, creating more opportunities to offer a thrilling and safe gambling solution. And a dedicated focus on unique content and a differentiated product offering provide an important springboard to future growth.

Above all, we know that our people will continue to delight our customers with great products that we haven’t even dreamed of…yet!