Unibet is an online provider of sports betting, poker, casino, scratch games, live betting, bingo and other gambling. The betting is headquartered in Malta and as Unibet Group plc listed on the OMX Nordic. The company's turnover in 2012 amounted to 197.2 million GBP (approximately 240 million euros). The group also consists of Maria (online bingo and casino games) and Kambi. With over 7.2 million customers, the company is one of the largest online gambling companies worldwide. In addition to Scandinavia, Belgium and Netherlands the major markets. The company has a license in Belgium from the Gambling Commission to offer online gambling, this was set up in collaboration with Blankenberg Casino Unibet in 1997.

In 1998 it was granted a license to operate as a gambling company in Britain. They set up an office in London and began betting by telephone. In 1999, a website was launched in Swedish and in English. In 2000, Unibet Group plc. formed and received a permit and an office in Malta. In 2001, a second version of the website in 12 languages. The following years they continued to offer new products. In 2004 the company was sold at NASDAQ OMX Nordic Exchange. The products Supertoto and poker were launched, as well as the mobile platform, scratch cards and the TV format "Pokermillions". In 2005, the group owns MrBookmaker.com. MrBookmaker.com was the main sponsor of a cycling team, which was renamed in Unibet.com. In 2006 the website was translated into 20 languages and launched Bingo. A new holding company was set up in Malta.

In 2006 the court of Ghent In Belgium began an investigation into the online activities of the betting in the country, following a complaint by the National Lottery. In the Netherlands the company under fire and in 2007 CEO Petter Nylander was detained at Schiphol at the request of the French police. The cycling team was given a ProTour license for 2007, but came into conflict with various race organizers to start right under the French ASO, since various national legislations such sponsorship from online gambling companies or local prohibitions sites unbridled. They repeatedly went to court. A name change of the team in some countries for Canyon.com brought little difference and at the end of 2007 was stopped as team sponsor.

In 2007 the group owner of Maria Holdings was in order to strengthen the position in Bingo and the Nordic markets, and Travnet was acquired in 2008. In 2010, Unibet received approval in France to offer online sports betting, horse racing and poker. In 2011, the French operators EurosportBet and Eurosport Poker were taken. That year ruled in Belgium, the Brussels public prosecutor to prosecute Unibet. In 2012 they acquired the Australian online bookmaker Betchoice. The company is a member of the European Gaming and Betting Association (EGBA). Unibet is organizing a series of live poker tournaments in Europe, the Unibet Open (UO). The first tournament took place in Warsaw in the second half of 2007 and then continued in 2008 with tournaments in Madrid, Milan and Warsaw. In 2009, the Unibet Open has been one of the major poker tournaments in Europe with tournaments in Budapest, Algarve, London, Prague and Warsaw. The following years the tournament was arranged in different cities. The company sponsors the Belgian Pro League. Unibet is known for its generous welcome bonuses for new players. Already registered players get regular interesting offers from Unibet. You can bet at all major league's like the Premier League, La Liga, Eredivisie, Pro League, Serie A, Bundesliga, Ligue 1, Europa League, Champions League, FA Cup, KNVB Cup and most other football countries 

You can also bet on shelves close international tournaments like the European Championship and World Cup. Outside football Unibet offers to almost all sports. The betting agency Unibet is known as the best online sports betting and has won many prizes for this.

In 2011 same year Unibet was awarded one of 48 licenses for the newly re-regulated Danish market. In 2012 Unibet acquired Bet24, a Danish online bookmaker.

On 3 December 2013 Unibet announced that it was moving its poker operation away from the MPN network to offer a standalone poker site. In April 2014 Unibet signed a deal with Thunderkick, making them one of the first brands to support Thunderkick games.

On 19 May 2014, shareholders of Unibet Group plc approved the proposed spin-off of its B2B subsidiary Kambi Group. The company's 95 per cent stake in the business was subsequently distributed to Unibet shareholders. The Kambi Group plc share started trading on the NASDAQ OMX Stockholm First North on 2 June 2014. The share closed at SEK 34 on the first day of trading, giving the company a market valuation of SEK 1,011,200,700.

Unibet Group Plc. purchased Bingo.com Ltd.’s www.bingo.com domain and its real money online gambling business for a total of $8 million effective December 31, 2014. Unibet paid $2 million in cash and the remaining balance was paid with the redemption of its 15,000,000 in common shares in Bingo.com at $0.40 per share.

On November 14, 2016, the Unibet Group announced a partnership with Swedish electronic identification service, BankID, as the first gambling operator to utilize the bank developed solution at its Unibet and Maria Casino brands.

As of December 2016 Unibet Group will now operate as Kindred Group in an effort to expand the company’s multi-brand strategy.

“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,” said Henrik Tjärnström, chief executive officer of Unibet Group, in the company’s release. “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.”

According to the release, shareholders met for an extraordinary general meeting in Stockholm and approved the change from Unibet Group plc to Kindred Group plc Dec. 6. The company was founded almost 20 years ago and has 10 consumer-facing brands – some of which were acquired – in its portfolio.

The latest acquisition, that of Maria Casino in 2007, kicked off the changes by delving into the group’s new strategy to have multiple brands under the heading of the now Kindred Group brand.

“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,” said Anders Ström, chairman of the board of directors of Unibet Group, in the release.

The new name, kindred, refers to “a relationship between people with similar beliefs, values and attitudes” and was chosen based on an analysis of the group’s culture and identity.

Kindred is one of the largest online gambling companies in the world with over 15 million customers across 100 markets. The company was founded in 1997 by Anders Ström and listed on Nasdaq Stockholm in 2004. Kindred is committed to offer our customers the best deal and user experience possible, while ensuring a safe and fair gambling environment.

Kindred offers pre-game and live Sports betting, Poker, Casino and Games through 10 subsidiaries and brands across our markets. While our core markets are in Europe and Australia, we address most global markets.

Kindred is a pioneer in the online gambling industry and as an innovation driven company that builds on trust, we have led the development into areas such as technological advancements, mobile solutions, new product launches, as well as player safety and responsible gambling improvements.

Kindred in Brief

The Group was founded in 1997 as Unibet by Anders Ström
Kindred Group is Europe’s leading online gambling operator with over 15.8 million customers
Our head office is located on Malta and we are listed on Nasdaq Stockholm Large Cap
Our brand portfolio consists of 12 brands, among them Unibet, Maria Casino, Stan James and iGame
Over 1,100 dedicated employees work to ensure the best possible customer experience within the product categories sports betting, casino, poker, games, bingo and racing
Kindred Group operates in 20 different languages, in more than 100 countries
We are certified by G4 (Global Gaming Guidance Group), complying with their Code of Practice in relation to responsible gambling.

Interesting Facts

More than 1,000,000 active customers
125,600 live betting events
34,200 streamed events
16 – 18 million transactions per day
64 million personalized email messages sent

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