Competitive edge and marketing control through exclusive casino content

Wed, 21 Apr, 2021

Kindred Group partners with Play’n GO, the biggest slot supplier in Europe to secure an exclusive blockbuster sequel to the highly successful Gemix 1 slot game. Exclusive content provides complete control over release and marketing activities and is key to success.  

We spoke to David Robertson, Head of Casino at Kindred Group to learn more about Gemix 2 and the importance of exclusive offerings in today’s competitive market,

David, what does this exclusive partnership with Play’n GO mean for Kindred?

The best way to describe is that this is a huge deal. Play’n GO is the leading slot supplier in Europe and we have secured an exclusive blockbuster sequel to one of their most popular slot titles.

Exclusive content is a big differentiator in the industry right now, as it offers customers a playing opportunity they won’t find anywhere else. It is common for different operators to have the same content live on their brands. Customers can find identical slot game across hundreds of different websites. For this reason, exclusive content truly stands out and is appreciated by customers. Furthermore, exclusive content is a key driver for customer reactivation, retention and acquisition, particularly in regulated markets where you have bonus restrictions.

But why is this so important?

Well, because both, exclusive content and game sequels improve player activity, and Gemix 2 ticks all the boxes. Back in 2019, Kindred partnered with Play’n GO and put this strategy into motion by exclusively releasing Troll Hunters 2, available only to Kindred players. The success of this initiative helped us gain the trust and support of Play’n GO and this time we went even bigger and better by releasing the blockbuster sequel to Gemix 1.

Why did Kindred choose a sequel to Gemix?

We didn’t just choose this game at random; we completed a deep dive product analysis into many slots and found the profile of Gemix 1 matched our player database the most. This insight, combined with the feedback from customers, and the success of Troll Hunters 2 was everything we needed to strengthen our relationship with Play’n GO and secure Gemix 2 exclusively for our amazing customers.

And what does it mean with exclusive?

In today’s competitive landscape, exclusive content offers a significant USP to promote, especially in regulated markets. In this case, Gemix 2 will be 100% exclusive to Kindred Group brands. This means we can promote the product how we want to, with zero competition from other operators. We can take our time to build awareness and target players in the right way, at the right time, with the right message. When a slot release is not exclusive, all the above must happen as quickly as possible to be first to market in a very competitive industry. Think of it as a movie release, if one high street cinema gets the sequel to Shawshank Redemption one week before every other cinema, they’re bound to have the biggest opening weekend ever. When it’s exclusive, we have complete control, and complete control is one of many keys to success.


Kindred Group is really happy to partner up with Play’n GO and we got hold of Magnus Olsson, Head of Sales & Account Management at Play’n GO for a comment and he says: ”We like nothing more than to support our partners, especially when they are thinking creatively about how best to give their players the very best entertainment experience. Kindred’s request to take Gemix 2 exclusively falls well within that category.

The original Gemix game remains a very popular title with players all around the world, so entrusting Kindred with Gemix 2 ahead of the rest of the world should underscore the importance of our relationship. I’m certain the exclusivity period will be a huge success.”

Gemix 2 is the premiere headline release of the highly anticipated “Unibet Premiere” campaign. Gemix 2 is the first in a long list of exclusive content that will firmly establish Unibet as the home of exclusives.