The Board of Directors of internet betting group Unibet has proposed that the company change their formal business name to the Kindred Group in an endeavor to clarify the group’s “synergy, clarity and flexibility” around the Group’s multi-brand strategy. The Board feels that the new name will complement the company’s full portfolio of products.
The company currently holds the betting sites Unibet, Stan James, MariaCasino, iGame and Bingo.com and the name change will not affect these company facing brands.
During the past nine years the Board has seen an increasing benefit of adding more brands to the portfolio and believes that the group will be better able to draw the full potential of these brands with a Group name that is different from the consumer brand.
Anders Strom, the Group Chairman at Unibet, commented on the potential change of name by saying that in this rapidly changing industry, clarity is very important. He also said that this is why they are now proposing to change the name of their group company, thereby avoiding confusion and creating better conditions for their future growth.
Strom went on to say that this is a minor and predominantly internal change as all the customer facing brands will remain the same and the change will only relate to the group name.
A vote on the change of name is scheduled to take place during the company’s annual meeting, which is due to be held in Stockholm on Tuesday, 6th December 2016.