Kindred Group Plc

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Kindred Group Plc is a leading gaming company that was founded in 1997 as Unibet from a flat in London. Today, it is a major operator of online casinos and sports betting sites including brands such as 32RED, RoxyPalace, Maria Casino,, Vlad Cazino and of course Unibet. With over 15 million active clients worldwide, they hold over a dozen licenses from various jurisdictions with physical offices located in multiple countries including the UK, Gibraltar, Malta, Stockholm and Sydney.

Kindred Screenshot

The Kindred Group, who were previously known as The Unibet Group (also the name of one of their existing brands) are one of today’s more powerful and leading gaming providers in the modern online casino and sports betting industry. They first began trading as far back as 1997 and have proudly gone from strength to strength ever since.

Consisting at the time of review (February 2021) of nine brands, they provide services and products to players and developers around the globe in their licenced jurisdictions. Their head office of operations is based in Malta, however, they also house large operations in London UK, Stockholm and also Gibraltar.

Kindred Group has several licences to allow them to operate, these include approval from the Maltese Gaming Authority, Gibraltar Gambling Commission, the United Kingdom Gambling Commission and more recently they have also acquired the permission to operate in Denmark via a new licence and their specifically designed brand, namely, Bet 24.

These are one of what must be described as one of the more powerful operators in today’s market, the “big boys” as some may describe more successful businesses, last realistic estimations saw them worth a whopping annual turnover/revenue worth 751.4 million.

Kindred Group, as mentioned earlier are currently running 9 brands, their most known and used would be Unibet Casino, the previous name of their entire operation. Other brands running under their umbrella would include the well known 32 Red Casino (acquired in 2017),, Casino Huone (aimed at the Nordic market), Maria Casino (aimed at the female players among the gaming community), Storspiller Storspelare (a casino specifically designed to cater for the needs and demands of high rollers), Vlad Cazino (ideally designed for the Romanian Market) Their most recent addition, launched as recent as 2020 is Otto Kasino, this is a pay and play casino, designed with the ease of verification via electronic checks and lightning-fast payouts in mind.

Kindred offer a huge offering of software providers across their brands, in fact, you would be hard pushed to find a game they don’t offer. To name just a few they offer games from Microgaming, Play n’ Go, Quickspin, Relax Gaming, Big Time Gaming, Green Tube (Novomatic), Netent and Blueprint Gaming, They also offer a large selection of table and live dealer products. For sports betting their flagship casino, Unibet, offers a huge sportsbook selection with both pre-play and in-game betting available.

Kindred products are very well supported offering around the clock, all year round help and information, these could include the player focused technical type issues, B2B advice or their large array of responsible gambling tools.

This casino group is constantly expanding. More recently they took over the operations of bookmaker Stan James, a deal worth 19m, this was for the online operations only and did not include their high street shops. Kindred also agreed an exciting and fantastic for their growth deal and partnership with Hard Rock Hotel and Casino Atlantic City which allowed them to move into trading in the United States thus also entering the New Jersey sports betting market. This group continues to move powerfully forward, today trading as The Kindred Group PLC.

Credit: Written by guest contributor Jon M.

Last Update: 7th March 2021



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