Unibet moves to rebrand as Kindred Group

board of directors of Unibet Group is seeking to rename the company to Kindred Group.

Explaining the rationale behind this decision, Unibet noted its 10 consumer facing brands, stating 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”.

Put simply, the group looks to be trying to eliminate the risk of confusion between the company Unibet Group, and its consumer brand Unibet.

The proposed name change is contingent on the approval of shareholders at an Extraordinary General Meeting, which the board hopes will take place in Stockholm on 6 December 2016.

Assuming the resolution is approved, Unibet expects its first day of trading on Nasdaq Stockholm under the Kindred Group name to be 12 December 2016.

Anders Ström, Chairman of the Board of Directors of Unibet Group, said: “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.

“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, CEO of Unibet Group, said: “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.”