Unibet (Kindred)

Unibet was started by Anders Ström, a professional sports handicapper who felt that existing bookmakers didn’t respect their customers. He launched Unibet to share his own betting insights and data with others, creating a "by players, for players" community. It was one of the first sites to offer real-time data and transparency in an era of opaque, paper-based betting, which helped it build a deeply loyal, sophisticated core user base.

Unibet listed on the Nasdaq Stockholm, using the capital to aggressively expand into non-Nordic markets. The firm was a pioneer in using local-language sites, local-market marketing, and hyper-localized customer support to win in fragmented European countries. By the late 2000s, Unibet was a household name in dozens of countries, operating one of the most advanced digital platforms in the industry.

To reflect the fact that Unibet was now just one of many brands in its portfolio (which included Maria Casino and 32Red), the parent company rebranded as Kindred Group. Unibet remained the flagship "sports" brand, while Kindred began focusing on cross-platform data synergies. The goal was to share player data and risk-management insights across all brands to optimize lifetime value and minimize problem gambling risks.

The acquisition of the entire Kindred Group by French lottery giant FDJ for €2.6 billion marked a major transition for the Unibet brand. The Unibet platform was to be integrated into the wider FDJ digital technology engine, allowing the brand to leverage even more significant capital and infrastructure. This move was aimed at helping the brand navigate the increasingly complex and expensive regulatory hurdles of the European market.

By mid-2026, Unibet continues to serve as the primary sports brand within the Kindred/FDJ digital portfolio. It has successfully moved from its community-handicapper roots to a highly automated, AI-enhanced betting engine. It operates with deep, institutional-grade compliance and risk-management, contributing significant high-margin revenue to its French parent company while maintaining its strong, recognizable European brand identity.