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Business model and strategy

Kindred’s strategic direction and business rests on a defined purpose to transform gambling and ensure sustainable growth across all our markets. This is achieved through three strategic pillars on which we base our business. These are articulated as ‘Always the best deal and products’, ‘License to operate’, and ‘Ability to achieve results’. Each pillar is broken down into eleven focus areas, allowing us to operate a scalable, successful and sustainable business.

Tr a nsf o rmi n g g am b li n g E n s u r i n g s u s t a i n a b l e g r o w t h A l w a y s t h e b e s t d e a l a n d p r o d u c t s W e p u t o u r c u s t o m e r s fi r s t L i c e n s e t o o p e r a t e W e w o r k t o r a i s e i n d u s t r y s t a n d a r d s b y s e t t i n g b e s t p r a c t i c e A b i l i t y t o a c h i e v e r e s u l t s W e b r e a k n e w g r o u n d t h r o u g h d a t a , i n n o v a t i o n a n d s t r o n g c u l t u r e W e d e l i v e r a g r e a t c u s t o m e r e x p e r i e n c e W e p r o v i d e s o l i d r e t u r n s W e o p e r a t e a s u s t a i n a b l e f r a m e w o r k S a f e & a g i l e p l a t f o r m M u l t i - b r a n d a p p r o a c h G l o b a l s c a l e & l o c a l r e l e v a n c e S c a l a b l e a n d e f fi c i e n t S t r o n g v a l u e s , A s c i e n t i fi c a n d d a t a T r u e i n n o v a t i o n d r i v e n a p p r o a c h s o l u t i o n s c u l t u r e & p e o p l e R u n n i n g a c o m p l i a n t C o n t r i b u t i n g t o o u r R e s p o n s i b l e g a m b l i n g M a i n t a i n i n g i n t e g r i t y c o m m u n i t i e s b u s i n e s s
Ensuring sustainable growth
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In 1997, from his London flat, our founder Anders Ström set out to transform the way players gamble and offer them an experience suited to the modern digital world. This desire led to the launch of Unibet, a business that would tap into the rise of the digital economy by offering sports betting, casino, poker and games over the internet.

As we look forward, our heritage of ‘offering players a better way to gamble’ remains crucial.  Innovation in technology, marketing and data offers huge opportunities to get even closer to the customer and keep us as pioneers of online gambling. Even as the online gambling industry changes, our group works constantly to keep up with new market dynamics and regulations – ensuring a sustainable and profitable business today, tomorrow and beyond.

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