Unibet is renamed to Kindred Group Plc

7 Dec 2016

Kindred Group PlcThe ever growing business and the ongoing development and improvements that Unibet has shown at the last few years, brought another big change, at the corporation’s name. The decision was taken at the general meeting in Stockholm by the shareholders who approved the proposed change of the name of the holding company from Unibet Group plc to Kindred Group plc. Unibet’s renaming was a necessary change, since there will be a massive extension to the company’s multi-brand strategy. The company now has ten consumer facing brands in their portfolio.

After the change in the name, Anders Ström, who is Chairman of the Board of Directors of Unibet Group, commented on this change of direction for the company: “Changing our group name from Unibet Group to Kindred Group marks an historic step for our company, founded almost twenty years ago. 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.”.

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No need for introduction for a brand like Unibet, a global power that has managed to take over the market with millions of active players. For 20+ years the bookmaker has been on a constant rising and it has reached many strategic regulated markets, like France, Italy and Australia among others. The Kambi sportsbook platform has always been a guaranteed solution, but that doesn’t mean that there are no negative points at the Scandi giant. I noticed that the last couple of years the odds took a slight downfall, especially in minor football leagues and N.American sports. There still are many complaints about the customer support, features like partial/auto Cashout and Quickbet should be added, while the winning limits seem ridiculous to my eyes. On the other hand, the odds on the top leagues are better than Bwin’s and equal to Bet365’s, while the wide range of sports, markets and payment methods are intriguing. I can’t ignore that Unibet is a safe and sound choice for a recreational player and it is fair to the brand, which has built a solid name throughout all these years.

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