Kindred Group targets Nordic high-rollers with new online casino

Kindred Group has launched a new online casino brand aimed at Norwegian and Swedish high-rollers, carrying out “industry-first” third-party affordability assessments on all new customers.

The company, which recently rebranded from Unibet Group, flicked the switch on its new casino site Storspiller.com today, which it described as a “safer gambling environment” for high rollers.

Out of Kindred Group’s total registered customer base in the Nordic region, the firm said there was a small group of “high rollers” who play for £200 or more per month, which it was targeting with Storspiller.

“Instead of pretending as if this group of players does not exist, we have chosen to take their needs seriously, and are launching a safer gambling environment and a better reward system”, Peter Alling, Kindred Group head of Nordic public affairs, said.

New customers will be subject to third-party affordability assessments, which Kindred Group claimed was a first for the online gambling industry.

The affordability assessment has been introduced on top of mandatory ID checks, BankID registration, personal deposit and loss limits, the PS-EDS surveillance system, self-exclusion tools, and a range of other responsible gambling tools.

Players also have to consider how much they intend to spend upon registration.

“Kindred Group has always focused on each individual customer when planning the development and growth of the company,” added Alling.

“Gambling habits will manifest differently for different customers, which is why we focus on each individual’s behaviour, not the sums themselves.”