Kindred targets start-up partnerships in Europe
Kindred Futures, part of the Kindred Group – the rebranded Unibet Group – is to expand its involvement with start-up communities across Europe by seeking long-term, mutually-beneficial partnerships to co-create future value propositions.
The company will work with start-ups in London, England; Stockholm, Sweden, and Tel-Aviv, Israel, to develop new ways that customers can interact with the various products and brands Kindred offer.
The firm plans to work with start-ups that focus on areas such as data privacy, content marketing, augmented reality, artificial intelligence, cyber security and responsible gaming.
Partners that sign up to the new scheme will have access to Kindred’s internal expertise and data, as well as the group’s marketing teams that reach millions of customers.
Kindred chief executive Henrik Tjärnström discusses the thinking behind Unibet’s rebranding and why the motto ‘By players, for players’ is still key (paywall)
Kindred Group, which was Unibet Group before being rebranded earlier this year, is the parent company of brands such as Unibet and Maria Casino.
Will Mace, head of Kindred Futures, said: “There is so much opportunity in the gambling industry to transform the experience we offer our customers – it’s a very exciting time for us to work with partners to explore new ideas and discover new sources of value.
“We are keen to look at any great new idea or opportunity – the more transformative the better.
“We believe we have a lot to offer potential partners and thus this is a genuine commitment to do something valuable for both parties.
“At Kindred Futures, our model is as much about giving as it is taking; we are on equal turf.”
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