Unibet has been a big name in the world of online gambling since 1997, just two years after the market began, which made it a brave decision when, in December 2016, shareholders made the decision to change the name of the company to Kindred Group Plc.
The company said the change was to represent the company's focus on developing a multi-brand strategy moving forward.
The headquarters of Kindred is based in Malta, and the company, while Unibet, was awarded one of only 48 licenses that were given for the Danish market after it was re-regulated.
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As Unibet, and later as Kindred, the company has been defined by its acquisition strategy.
Acquisitions made by the brand have included Bet24 in 2012, Bingo.com in December 2014, StanJames.com, the online arm of Stan James, in July 2015, and 32Red Plc in February 2017 (as Kindred).
Unibet have also become well known for staying ahead of the curve, and for setting trends. For example, the company signed a deal with Thunderkick in 2014, making it one of the very first companies to offer Thunderkick games, Thunderkick branded games have since become widely available at online casinos.
Unibet was also the very first gambling operator to offer BankID, the Swedish online identification service, in November 2016, offering the solution at Unibet and Maria Casinos.
There are numerous brands under the Kindred umbrella, these include:
Bingohuone, Casinohuone, and Pokerihuone
These brands are based all around Europe, for example another Kindred brand is Veikkaushuone, a Nordic betting site that specialises in local sports such as Finnish ice hockey, as well as television shows and other entertainment events.
With an aggressive attitude towards growth and mergers, we can safely assume that as time goes on, there will be more brands under the Kindred umbrella.