Kindred got 32Red and becomes… gigantic

24 Feb 2017

Kindred 32RedKindred Group, which is the parent company of Unibet, continues its extension strategy by acquiring one more important and well known operator, in order to continue its ‘’multi-brand strategy and stated desire to grow our business in regulated and soon to be regulated markets’’, as Kindred’s governance stated. We are talking about 32red, a casino operator that will now be joined some great brands Kindred own, like Unibet, Stan James, Maria Casino and Bingo.com. 32Red is licensed and based in Gibraltar and operates under the brands 32Red.com, 32RedPoker.com, 32RedBingo.com and 32RedSport.com

Henrik Tjärnström, who is the CEO of Kindred Group, commenting on the deal, announced this morning, he added: “32Red is a high quality, customer-focused business with a similar culture to Kindred’s and we are delighted to welcome 32Red and its team into the Kindred Group and look forward to further developing the brand going forward.”

Ed Ware, who is the CEO of 32Red, said: “We have consistently and profitably grown 32Red’s market share in the regulated markets of the UK and more recently, Italy. The management team at Kindred have a similar business philosophy to our own and we look forward to joining forces with Kindred and continuing our successful growth within the Kindred Group.”

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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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