At Kindred we do our best for everyone, inside and outside

Our Code of Conduct outlines the ethical, regulatory, and legal requirements for conduct that apply to everyone in the business everywhere in the world. It contains guidance covering how we behave with each other, our customers, our partners, and our communities, ensuring that we always do our best to make everyone feel supported, included and respected. We stand together with a bold and ambitious purpose: to transform gambling by being a trusted source of entertainment that contributes positively to society.

It’s up to all of us to do our best – for each other, for our customers, for our partners, and for our communities.

We are a values-led global team with a strong culture, supported and nourished by dedicated employees from diverse backgrounds. Working together to move an entire global industry forward and push back on preconceptions, we’re not satisfied with minimum requirements and status quo – instead we strive to lead the way and have a positive impact.

Kindred’s long-term success is all down to our employees. As we continue to evolve and grow, it’s vital that we attract and retain the best people to support and drive our sustainability commitments.

We go above and beyond to ensure that the industry changes for the better

Gambling should only ever be entertainment. The majority of customers enjoy our offering in sports betting, casino and games in the way it is intended – around 98 per cent do so for fun. However, this means that a small percentage of our customers do not use our products in the way they are intended. For those customers, gambling can harm their physical, psychological, emotional and financial health and possibly affect the lives of their friends and family. Kindred has a proven track record for innovating to promote responsible gambling. We take our role as an industry leader in this crucial area very seriously, because gambling can’t be 100% enjoyable until there is zero harm.

Building strong relationships

Engaging with the communities around us provides the most direct path to contributing positively to society, and it is key to our sustainability goals.

Our long-term ambition is to equip our communities with the knowledge and resources to build a better future. We do so by engaging in meaningful partnerships with local and global organisations.

We are increasing our social engagement through additional partnerships and active sponsorships and are working towards procuring 100 per cent of our purchased energy from renewable resources.

Building strong relationships

The values we live by and the ethical standards we uphold reach beyond our (real and virtual) office walls. By setting standards for our partners and promoting transparency within our supply chain, we are able to extend the positive impact we have and move our industry in the right direction.

We work with regulators, service providers, suppliers, and sometimes even our competitors in order to achieve our purpose to transform gambling and contribute positively because we cannot do it alone. We are all able to do more as individuals – and individual businesses – united.