Kindred Group has formally applied for a licence to operate betting and online gambling services in Sweden.


A successful application will mean that Kindred can finally compete on equal terms in the country, strengthening its commitment to Swedish society.

Since its foundation 20 years ago, Kindred Group (previously Unibet Group) has fought for a modern gambling regulation in Sweden, giving consumers a gambling experience in a safe and secure environment.

An important step in this direction was taken in June when the Swedish Parliament voted to re-regulate the gambling market.

Kindred has formally applied for a gambling licence to operate betting and online gambling services in Sweden, which is in line with the Group’s long-term strategy to operate in locally licenced markets.

At the end of the second quarter of 2018, 43 per cent of the firm’s gross winnings revenue was derived from locally regulated markets.

“It is very satisfying that we finally can take this important step towards fair and equal terms within the Swedish market, competing on the same level as other operators,” said Henrik Tjärnström, CEO of Kindred Group. “Kindred has always applied great effort to understanding what our customers want, giving them a great experience in a safe and secure environment with the highest responsible gambling standards.

“What is even more pleasing is that we can extend our commitment to Swedish society through different sponsorships and partnerships. Already in the days following the Parliament’s ruling in June, we have demonstrated our ambition by signing a twelve-year sponsorship deal with the Swedish Elite Football Association.”

Subject to approval of its licence application, Sweden will become Kindred’s 13th locally licenced market.