Kindred partners with Relax Gaming to create LGBTQ+ avatars

By Peter Lynch

Kindred Group has partnered with Relax Gaming to create industry-first LGBTQ+ avatars, which will be available exclusively for Kindred customers.

The idea was developed in Kindred’s LGBTQ+ Network meetings, with the LGBTQ+ avatars blending in with current avatar options, but providing 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, Chief Human Resources Officer, Kindred Group.

“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.”

An avatar design like the exclusive HexaBingo/HexaPro avatars was developed following discussions between Kindred and Relax Gaming, and aims to celebrate Pride Month, which takes place in June each year.

Katharine Arnsby, Poker and Bingo Team Lead and a member of Kindred’s LGBTQ+ Network, commented: “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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