This week shareholders in a General Meeting for the Unibet Group agreed to officially change the company's name to Kindred Group in an effort to showcase the company's multi-brand strategy.
The names will not affect customers whatsoever, who will continue being able to use the gaming sites Unibet, Maria Casino, Stan James, iGame, and Bingo.com. The change is an entirely business oriented one, as it moves perception away from those who thought the group only dealt with the Unibet brand. The change comes after several acquisitions that strongly diversified the group's offerings.
Speaking about the change Kindred CEO Henrik Tjarnstrom said, "As Kindred we can create a greater distinction between our consumer facing brands and the group brand, providing 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." The new name results from an extensive analysis of the Group culture and identity. The word kindred refers to a relationship between people with similar beliefs, values and attitudes. The Unibet Group is believed to have strong culture and great people, and this proposed name truly describes the people of the Group.
Anders Storm, the Chairman of the Board of Directors also commented, noting: "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."