Kindred Group – The Company Behind Unibet

November 30, 2021

At first, when Unibet Group PLC changed the name to Kindred Group you might have found the choice of name a bit strange. Kindred sounded more like a competitor to the Disney corporation and not like a gambling brand. 

But you need to know the history of Unibet and how they work to better understand why this name is very suitable for the Scandinavian gambling group. 

Unibet was founded back in 1997 and the name change took place in December 2016. The main reason for changing the name was due to the aggressive M&A approach with several acquisitions being made which consequently led to that the group was not anymore only Unibet. 

With a portfolio of 11 brands (Maria Casino, Red32, Bet24,, Bohemia Casino, CasinoHuone, iGame, Kolikkopelit, RoxyPalace, Storspelare, Vlad Casino) the Kindred Group is one of the leading iGaming companies in the world. 

So far their success has been on the European markets with Scandinavia being the main revenue driver. Kindred’s presence is not only digital as they have offices all over the globe. 

They are also one of the most serious gambling companies in the world. The Unibet motto is “By Players For Players” and it is very suitable for this brand as they live up to that motto in every aspect of their business.

Kindreds Offices  
AntwerpLondonNew York
Kindreds Gaming Licenses  
AustraliaGermanyNew Jersey, US
BelgiumGibraltarPennsylvania, US
FranceMaltaUnited Kingdom

Understanding the Kindred name

Kindred is run very much like a family. The way they treat their employees and products is like how you treat a family member. 

It’s for nothing Kindred is considered as one of the best workplaces amongst all iGaming companies. That’s why the name Kindred makes a lot of sense.

Unibet – the leading star of Kindred’s brands


Unibet has and still is the dominant brand within the group. It is the leading sports betting and online casino site in Scandinavia and one of the top brands in almost every single European market. 

They reaped enormous success in almost every market they have entered and the road to prosperity has been pretty straightforward; offering world-class online casinos, sports betting plus other products such as poker and bingo to their customers. 

Long term this seems to be a winning strategy.

Let’s take a close look at Unibet’s US launch. Unibet launched first in the state of New Jersey (Jan 2019), Pennsylvania (Sept 2019), and then Indiana (August 2020). They entered the market quietly without big marketing campaigns but made some noise when signing partnerships with the New Jersey Devils and the Philadelphia Eagles. 

So far their success in NJ has not been overwhelming and their market share is still around a couple of percent. Pennsylvania has started off a little bit better but Unibet is still not one of the top brands in the Keystone state.

StateLand-based partner
New JerseyHard Rock Hotel & Casino AC
PennsylvaniaMohegan Sun Pocono
IndianaCaesars Entertainment

Is there anything implying that Unibet will make it in the US?

Yes, there are multiple factors that speak for Unibet. 

The first is that Unibet is delivering a top gambling platform for everyone who wants to play at an online casino or bet on sports.

The second is Unibet’s commitment to every market they enter, they are in the US for the long haul. 

The third is how closely connected they are to Kambi (which is a break-out company from Unibet’s previous in-house sportsbook department) which is delivering sportsbook services to several larger online sportsbooks in the US. This means that Kindred is well-connected in the US and their leading star Unibet cannot afford to fail. 

We are excited to follow the progress of Unibet NJ and Unibet PA.  If you are keen on getting to know the Unibet brand a bit better, read our Unibet Casino reviews.

Martin Evergreen
Martin Evergreen is a sports betting professional who provides initiated betting picks and predictions. His main focus is on NHL picks, sportsbook promotions, and casino stories.