Unibet considers name change to Kindred Group

Unibet Group’s board of directors wants to rename the company Kindred Group.

In a statement, Unibet said the decision relates to the fact that the firm now has 10 consumer-facing brands in its portfolio and that a new name would allow the group to “draw the full potential of these brands with a group name that differs from the consumer brand”.

Unibet said the name change would also include a revised graphic identity that can serve various brands over a number of markets, with the proposed change to form a central part of its growth strategy moving forward, with no impact on any of its consumer brands and how they operate.

The proposed change is subject to approval at an Extraordinary General Meeting, which will take place in Stockholm, Sweden, on December 6.

“In this rapidly changing industry, clarity is essential; this is why we now propose to change the name of our group company, thereby avoiding confusion and creating better conditions for our future growth,” Unibet chairman of the board Anders Ström said.

“This is a minor and predominantly internal change as all the customer facing brands, such as Unibet, MariaCasino, Bingo.com, Stan James and iGame will remain the same. The change only relates to the group name.”

Henrik Tjärnström, chief executive of Unibet, added: “Introducing a group name separate from our consumer-facing brands will provide 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.”

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