Unibet Group completes Kindred Group rebrand
Operator’s shareholders approve name change designed to reflect multi-brand nature of the business
Unibet Group has completed its rebrand to Kindred Group, a move designed to amplify the Stockholm-listed operator’s multi-brand strategy.
The Group’s shareholders yesterday voted to change the name of the holding company, although the decision does not impact the firm’s growing list of consumer-facing brands.
Its current B2C brands include Unibet, Maria Casino, Bingo.com, StanJames.com and iGame.
“As Kindred we can greater 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 the industry,” CEO Henrik Tjärnström said.
“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,” he added.
The company has operated a multi-brand strategy since it acquired Maria Casino back nearly 10 years ago.
Unibet Group, which originally revealed its rebranding plans in September, this week also launched a new corporate site to coincide with the rebrand.
“Changing our group name from Unibet Group to Kindred Group marks an historic step for our company, founded almost 20 years ago,” chairman of the board, Anders Ström, said.
“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.”
Last month Unibet Group reported a 65% year-on-year rise in revenues, driven by at least double-digit growth across all core markets and product verticals.