Kindred Group launches new online casino brand for Norwegian and Swedish high rollers

Wed, 18 Jan, 2017 07:00 CET

One of Europe’s largest online gambling operators, Kindred Group (former Unibet Group), will today launch a new internet casino brand directed towards high rollers in the Norwegian and Swedish market. Storspiller.com will take responsibility even further by introducing third party affordability assessments on new customers.

Out of Kindred Group’s total registered customer base in the Nordic region there is a small group “high rollers” who play for GBP 200 or more per month.

“You will find high rollers within all national and international gambling companies. Instead of pretending as if this group of players does not exist, we have chosen to take their needs seriously, and are launching a safer gambling environment and a better reward system”, says Peter Alling, Head of Nordic Public Affairs in Kindred Group.

“Kindred Group has always focused on each individual customer when planning the development and growth of the company. We know our customers well and we know what they want. The High Roller concept is a result of this knowledge. Gambling habits will manifest differently for different customers, which is why we focus on each individual’s behaviour, not the sums themselves”, says Alling.

Kindred Group will be the first online gambling company in the industry to introduce, among other things, third party affordability assessments of all new customers at Storspiller.com. The affordability assessment is introduced on top of mandatory ID checks, BankID registration, personal deposit and loss limits, the PS-EDS surveillance system, self-exclusion tools, and a range of other responsible gambling tools to detect and handle problematic gambling behaviour. Players also have to consider how much they intend to spend upon registration, which helps raise awareness of how much each individual player can afford to lose.

At Storspiller.com, Swedish customers have to use BankID to register. In Norway, the company hopes to have this in place before too long, even though laws prevent foreign gambling companies from using BankID. Consequently, the Norwegian ID check continues to be performed through document verification.

“We are proud of our work on strengthening responsible gaming on all levels, and through the responsible gaming measures at Storspiller.com, we are setting a new standard for the industry in preventing, detecting and handling problematic gambling. We believe in the freedom of each individual customer and tools focusing on each customer, instead of setting a collective limit”, says Peter Alling.

For more information:

Peter Alling, Head of Nordic Public Affairs, Kindred Group

+46 72 2505287


Alexander Westrell, Group Head of Communications, Kindred Group

+46 73 7071686


About Kindred Group

Kindred Group is listed on Nasdaq Stockholm and is one of Europe’s largest providers of online gambling and digital contents.  Kindred Group is home to 13 brands, which serve over 15.8 million customers worldwide. Kindred Group is licensed in Australia and 11 European member states. in 2016 it was voted social responsible operator of the year and successfully completed 27 external regulatory audits. Kindred Group is a member of the European Gaming and Betting Association (EGBA) and founding member of ESSA (sports betting integrity). Kindred Group is audited and certified by eCOGRA for compliance with the 2014 EU Recommendation on Consumer Protection and Responsible Gambling (2014/478/EU). Read more on www.kindredplc.com. 


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