Unibet has taken a gamble today announcing a brand new name for its holding company: Kindred Group.
Shareholders approved a decision to change the name of the group in order to unify its brands.
The name change won't affect the company's 10 consumer-facing brands like Unibet, Maria Casino, Bingo.com, Stan James or iGame, but it will create a distinction between the consumer facing brand and the group brand, Henrik Tjärnström, chief executive of Unibet Group said.
Based on analysis of the group culture and identity, the word kindred was chosen to represent the close connection between its multiple brands.
Anders Ström, chairman of the board of directors of Unibet Group said:
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.