Kindred Group
Kindred Group is the parent company behind Unibet, 32Red and several other online gambling brands. Originally founded as Unibet in 1999 and rebranded as Kindred Group in 2016, the group grew from a Swedish sports betting start-up into one of the larger licensed operators in Europe. Since 2024 it has been part of La Française des Jeux (FDJ), the French national lottery company.
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From Unibet to Kindred Group
Unibet started as a telephone sportsbook, founded by Petter Nylander out of Stockholm. Online gambling took off quickly in the late 1990s, and Unibet moved with it, listing on the Nasdaq Nordic exchange in 2004. By the mid-2010s the company had expanded well beyond sports, picking up casino, poker and bingo brands across European markets.
That rebranding reflected a deliberate corporate shift. Rather than running everything under one consumer brand, the group wanted to hold and develop a family of brands, each positioned for a different audience. Kindred Group then acquired 32Red in 2017, adding a UK-facing casino and poker brand to the portfolio. Maria Casino, with roots in the Nordic markets, was already part of the group by that point.
The group listed on Nasdaq Stockholm and, for a time, the London Stock Exchange, before FDJ's acquisition took it private again.
Licensing and how it is structured
For UK players, the operating entity that matters most is Unibet International Ltd, which is the UK-facing subsidiary within Kindred Group. That company holds a licence from the UK Gambling Commission. The UKGC requires segregated player funds, independently tested games and identity verification before play can begin. You can check the licence directly on the Gambling Commission's public register.
32Red Ltd operates as a separately licensed subsidiary. Players using 32Red deal with a UKGC-licensed entity in its own right, not just through the Kindred Group umbrella.
The group also holds a licence from the Malta Gaming Authority, which covers its operations across European markets outside Britain. Malta has been a major hub for licensed online gambling operators since the early 2000s, and the MGA operates a published list of approved operators and their brands.
What Kindred Group ownership means in practice
Being part of a large group has some practical effects for anyone who plays across its brands. Shared technology infrastructure means that Unibet and 32Red tend to offer similar payment options, account management tools and customer support systems. There is a degree of consistency there that some players prefer.
Responsible gambling tools work the same way across Kindred Group brands. Deposit limits, loss limits, session timers and self-exclusion are available on each brand, as the UKGC requires. Kindred Group has published annual sustainability reports covering its approach to player safety, including targets around limiting revenue from higher-risk play. Not every operator publishes those commitments publicly, so it is notable when one does.
For players who use mobile bingo sites primarily, the group's brands have invested in mobile-ready design across the board. If you are looking for safe bingo sites with verifiable UK licences, both Unibet International Ltd and 32Red Ltd appear on the UKGC's register.
The FDJ acquisition
La Française des Jeux completed its takeover of Kindred Group in 2024. FDJ is the French state lottery operator, partially listed on Euronext Paris. It had been expanding into regulated online gambling through acquisitions and saw the group as a route into Northern European online markets.
The acquisition did not alter the operating licences held by Kindred Group's subsidiaries. UKGC licences attach to the specific legal entities that hold them, not to the ultimate parent company. For UK players, the relevant entity remains Unibet International Ltd with its UKGC licence. The FDJ layer sits above the operating companies and does not change the player-facing relationship.
The brands continued to operate under their existing names and regulatory frameworks after the deal closed.
Kindred Group's approach to player protection
All UKGC-licensed operators are required to provide responsible gambling tools, and Kindred Group's brands follow those rules. Beyond the regulatory minimum, the group has set published targets to reduce the share of revenue coming from players showing higher-risk patterns. Whether those targets are met is reported annually.
If you want to read more about responsible gambling support and where to find it, busybeebingo has a dedicated section. You can also browse payment methods accepted across UK bingo sites, or check new bingo sites if you are comparing what else is available in the UK market.
What is Kindred Group?
Kindred Group is the holding company behind several online gambling brands including Unibet and 32Red. It was founded as Unibet in 1999, renamed Kindred Group in 2016, and acquired by the French lottery operator FDJ in 2024.
Is Kindred Group licensed in the UK?
Yes. UK operations run through Unibet International Ltd, which holds a licence from the UK Gambling Commission. 32Red Ltd, another Kindred Group subsidiary, also holds its own UKGC licence. Both appear on the Gambling Commission's public register.
Which brands does Kindred Group own?
The group's brands include Unibet, 32Red and Maria Casino, among others. Unibet and 32Red are the most prominent in the UK market.
What did the FDJ acquisition of Kindred Group change?
La Française des Jeux completed its takeover in 2024. The day-to-day operation of each brand did not change as a result. UK licences remain with the operating entities, Unibet International Ltd and 32Red Ltd, not with FDJ.
Does Kindred Group hold a Malta Gaming Authority licence?
Yes. The group holds an MGA licence covering its operations across European markets outside the UK. This is separate from the UKGC licences held by its UK-facing subsidiaries.
How does Kindred Group approach responsible gambling?
All UKGC-licensed operators in the group must provide deposit limits, self-exclusion tools and links to support services. Beyond the regulatory minimum, Kindred Group publishes annual targets on reducing revenue from higher-risk play and reports on progress each year.
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