Kindred debuts LGBTQ+ avatars for Pride

| By Richard Mulligan
Kindred and Relax Gaming have teamed up on an industry-first project that will see Kindred players able to create LGBTQ+ avatars to celebrate Pride Month.

The two businesses already worked together in order to create avatars for Kindred customers.

Building on this partnership, the concept of designing unique LGBTQ+ avatars for Kindred customers, with features including Pride flags, was developed in the group’s LGBTQ+ Network meetings.

The new LGBTQ+ avatar options are intended to blend in with current avatar options, but provide an alternative option for customers to present themselves online.

“The accumulative impact over time of these adjustments and inclusion is important for minority-identifying individuals and I am glad that we, as a company, can be a part of that,” said Gavin Hayward, Kindred’s chief human resources officer.

“Internally it means Kindred employees can be proud to work for a diverse and inclusive company, whatever their gender or sexual identity. This is not a tick-box exercise for Kindred, this is aligned with our corporate values and our broader Diversity, Equity and Inclusion strategy. It might be seen as a small thing for many but we know it brings reassurance that most LGBTQ+ people don’t often see.”

Katharine Arnsby, poker and bingo team lead and a member of Kindred’s LGBTQ+ Network, added: “It’s amazing to work for a company that is open to suggestions like this.

“It’s a big world, and there are a lot of different people out there. I have been part of the LGBTQ+ community for many years, and I’m thrilled to see these acknowledgements of inclusion from the mainstream.

“The difference is vast from when I started in this industry 20 years ago, and it’s thanks to individuals and companies like Kindred driving change.”

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