Kindred Group
- Company typePrivate
- Founded1997
- HeadquartersValletta, Malta
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
Kindred Group firmographics
Firmographics- Name
- Kindred Group
- Legal name
- Kindred Group plc
- Website
- https://kindredgroup.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Acquired
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Kindred Group industry classification
Industry- Product category
- Online Gambling and Sports Betting
- NAICS
- Other Gambling Industries (713290)
- akta.pro primary industry
- Game Aggregation, Content Distribution & RGS (Remote Game Servers) (MPAEAKAG)
- akta.pro secondary industry
- Online Poker Operators (Real-Money) (MPAEAEAC)
Keywords
Where Kindred Group is headquartered
LocationHeadquarters
- HQ city
- Valletta
- HQ country
- Malta
- HQ region
- Europe
Offices1 record
Markets served
Kindred Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations, Others
Revenue model
- Online Gambling Operations: Revenue generated from sports betting, casino games, poker, and other online gambling products through owned brands in regulated markets
- B2B Software Services: Relax Gaming provides B2B iGaming software solutions to other operators, generating licensing and technology fees
Go-to-market motion3 records
Distribution channels2 records
Marketing channels3 records
Kindred Group product offering
Product offeringCore offering
Kindred Group operates online gambling services including sports betting, online casino games, and poker through its flagship Unibet brand and other owned brands across regulated European and Australian markets. Through its acquired Relax Gaming subsidiary, the company also provides B2B iGaming software, including game content aggregation and a poker network, to other online gambling operators globally.
Product overview
Kindred Group operates a portfolio of online gambling brands, primarily centered on its flagship Unibet brand. The company offers sports betting, casino, and other gaming products across regulated European and Australian markets. Kindred acquired Relax Gaming in October 2021, a B2B iGaming software provider that continues to operate as a separate entity while supplying gaming content and technology to Kindred's consumer platforms. Following the acquisition by FDJ (La Française des Jeux) in late 2024, Kindred Group became integrated into one of Europe's largest gaming groups with combined operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Unibet Kindred Group's primary consumer-facing online gambling brand, offering sports betting, online casino, poker, and other gaming products to adult customers in regulated European and Australian markets.
- Relax Gaming B2B iGaming software provider offering online slot games, game content aggregation, and poker network services to gaming operators globally. Operates as a separate entity under Kindred Group's ownership following the 2021 acquisition.
Quantifiable outcome
- 50.2% increase in pre-tax profit for H1 2024
- +2 more outcomes
Companies that use Kindred Group
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Kindred Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Kindred Group partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and flagship.
- AbioscoreAbios, an esports betting data and odds provider, partnered with Kindred Group to provide full esports betting solutions through a multi-year partnership. Abios supplies comprehensive esports coverage and data for Kindred's gambling platforms.
- Rangers FCflagshipRecord kit sponsorship deal with Rangers FC representing an 80% revenue increase for the Scottish football club, featuring Unibet branding on team kits.
- Swedish Soccer (SvFF)flagshipUS$200 million title sponsorship with Swedish soccer federation, establishing Unibet as a major sponsor of Swedish professional football.
- Relax GamingcoreKindred Group completed acquisition of Relax Gaming, a B2B iGaming software provider, valued at approximately EUR 295 million in equity. Kindred owned 93% after the deal, with Relax Gaming continuing as a separate entity. The acquisition is expected to generate EUR 8 million in annual synergies.
- Swinomish TribecoreSix-year agreement with the Swinomish Tribe in Washington State for sports betting operations, representing Kindred's US market expansion through tribal gaming partnerships.
- NHL (National Hockey League)flagshipMulti-year NHL partnership through Unibet brand for sports betting integration and marketing, providing official league data and betting partnerships.
Scale indicators9 records
Recent moves7 records
Expansion highlights5 records
Kindred Group competitors and assessment
Company assessmentDirect peers
- Flutter Entertainment: Flutter operates Paddy Power, Betfair, and FanDuel, making it the largest publicly-listed online gambling operator globally. Direct competitor to Kindred in European sports betting and casino with comparable B2C model and regulated-market focus.
- Entain plc: Entain operates bwin, Ladbrokes, Coral, and PartyPoker across regulated markets. Direct competitor in online sports betting, casino, and poker with similar European geographic focus.
- Bet365: Bet365 is a privately-held online gambling operator offering sports betting, casino, and poker globally. Direct competitor to Unibet with similar product mix, European market presence, and digital-first distribution.
- Betsson AB: Swedish-based online gambling operator with focus on regulated European and Latin American markets. Direct competitor to Kindred in Nordic and European casino and sports betting with comparable B2C model.
- LeoVegas: Mobile-focused online gambling operator with strong Nordic and European presence. Direct competitor in online casino and sports betting targeting similar mobile-first consumer segments.
- Evoke plc (888 Holdings): Evoke operates 888casino, 888sport, William Hill, and Mr Green brands. Direct competitor offering similar online gambling products in regulated European markets including UK.
- Gamesys Group: Gamesys operates online casino and bingo brands including Jackpotjoy and Virgin Games. Direct competitor in regulated online gambling markets, particularly UK and Europe, with overlapping casino-led offering.
- DraftKings: DraftKings is a major US-facing online sports betting and casino operator. Comparable in product offering (sportsbook + iGaming) and digital-first customer acquisition strategy, though primarily focused on US regulated markets.
Broad incumbents
- Playtech: Playtech is a major B2B gambling technology provider offering platform, content, and services to operators globally. Comparable to Kindred's Relax Gaming subsidiary, supplying iGaming software and aggregation across multiple operators.
- MGM Resorts International (BetMGM): MGM operates BetMGM, a US online gambling joint venture with Entain. Broad incumbent with regulated-market gambling exposure comparable in brand-led customer acquisition and integrated resort-cum-digital strategy.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Kindred Group social profiles
Digital presenceKindred Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kindred Group leadership team
Management profileNumber of profiles
Profiles9 records
Kindred Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
Kindred Group funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kindred Group M&A and investment
M&A and investmentM&A5 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kindred Group
What does Kindred Group do?
Kindred Group operates online gambling services including sports betting, online casino games, and poker through its flagship Unibet brand and other owned brands across regulated European and Australian markets. Through its acquired Relax Gaming subsidiary, the company also provides B2B iGaming software, including game content aggregation and a poker network, to other online gambling operators globally.
Is Kindred Group a public or private company?
Kindred Group is a private company. It is classified as corporate owned and is currently acquired.
When was Kindred Group founded?
Kindred Group was founded in 1997. It employs 1,001 to 5,000 people.
Where is Kindred Group based?
Kindred Group is headquartered in Valletta, Malta, in the Europe region.
How does Kindred Group make money?
Two revenue lines are on record. Online Gambling Operations are the primary driver. The others are B2B Software Services.
Who are Kindred Group's main competitors?
Direct peers on record are Flutter Entertainment, Entain plc, Bet365, Betsson AB, LeoVegas, Evoke plc (888 Holdings), Gamesys Group and DraftKings. Broad incumbents are Playtech and MGM Resorts International (BetMGM).
Does Kindred Group have an API?
No public API is recorded for Kindred Group.
What industry is Kindred Group in?
Kindred Group's product category is Online Gambling and Sports Betting. Its primary akta.pro industry code is MPAEAKAG, Game Aggregation, Content Distribution & RGS (Remote Game Servers), with a secondary code of MPAEAEAC, Online Poker Operators (Real-Money). Its NAICS code is 713290.