Unibet commences trading as Kindred Group as part of new corporate strategy.
[dropcap]M[/dropcap]alta-based Unibet, a parent group owning a range of European facing betting brands, has announced that it has commenced trading under the new name Kindred Group.
The company said the new name was part of a strategic effort to differentiate its customer-facing B2C brands – many of which have been acquired by the company over the past few years – from their larger parent group.
This means that while the group as a whole has changed its name to Kindred, operating subsidiaries such as Unibet, Maria Casino, Bingo.com, Stan James and iGame, will retain their existing identities.
As a group we have played an important part in driving the industry forward, and we intend to continue to do so in the future.
“Changing our group name from Unibet Group to Kindred Group marks an historic step for our company, founded almost twenty years ago,” Anders Ström, Unibet’s founder and chairman of the board, said in a statement. “We are now in a position to move Kindred Group into the future with enhanced clarity and flexibility, creating better conditions for future growth in a dynamic and changing business environment.”
Directors said they had chosen the name Kindred to reflect the fact that the Group, which now consists of ten individual brands, is held together by a culture of “similar beliefs, values and attitudes” while also maintaining unique branding attributes.
“The Unibet Group are proud of their strong culture and great people, and this proposed name truly describes the people of the Group,” it said in a statement. “As Kindred we can create a greater distinction between our consumer facing brands and the group brand, providing us with the necessary strategic flexibility to ensure we remain at the very forefront of our industry,” commented CEO Henrik Tjärnström. “As a group we have played an important part in driving the industry forward, and we intend to continue to do so in the future.”