30 Sep
In News
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Unibet Group set to rebrand, change name to Kindred Group

In an interesting new development, iGaming major Unibet is considering re-branding the company, which would be called Kindred Group.

With 10 consumer-facing brands in its kitty, the company intends to go with a name that permits it to“draw the full potential of these brands with a group name that differs from the consumer brand”.

The company will not just change its name but also design a new logo and identity. This it hopes will help serve multiple brands across a variety of markets.

The changes are part of a new strategy devised by the company when it comes to future operations.

This proposed change of name will only become official when Extraordinary General Meeting in Stockholm, Sweden, approves it on December 6.

Commenting on this development, Unibet chairman of the board Anders Ström said:

“In this rapidly changing industry, clarity is essential; this is why we now propose to change the name of our group company, thereby avoiding confusion and creating better conditions for our future growth.

“This is a minor and predominantly internal change as all the customer facing brands, such as Unibet, MariaCasino, Bingo.com, Stan James and iGame will remain the same. The change only relates to the group name.”

Henrik Tjärnström, chief executive of further Unibet, added:

“Introducing a group name separate from our consumer-facing brands will provide us with the necessary strategic flexibility to ensure we remain at the very forefront of our industry.

“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.”



Kai started working in the Gaming Industry in 2001 when he managed a Horse Betting Shop in Germany. With the more and more upcoming needs for Sportbetting Solutions for the German speaking market he moved in 2003 in Malta where he built up TopSportWetten, one of the first Sportbetting operators working from Malta with a Remote Gaming License.

In 2005 he moved to a new venture and joined the newly formed Team of BetUnited, a Company that had the goal to target the German speaking online market with a full portfolio of Betting, Poker, Casino and Games of Skill.

In 2007 he left BetUnited and concentrated on helping new Companies coming to Malta to obtain a remote gaming license and establish operators on the island.

In 2011 he founded Simka Consulting to combine his knowledge in the operational part of the IGaming Business with the Marketing expertise of Simona.

Past Projects:

  • TopSportWetten - Managing Director and Key Official
  • Bet United - Managing Director and Key Official
  • MMBet - Managing Director and Key Official
  • Olympia Bet - Managing Director and Key Offical
  • Production Planning and Project Manager - Infratec Pro Ltd.

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