The Unibet Group is proposing changing its name to Kindred Group, the company’s board of directors has said.

Unibet to rebrand as Kindred

In a statement, Unibet Group said the change would “improve synergy, clarity and flexibility around the group’s multi-brand strategy.

“The name change will not affect the customer-facing brands such as Unibet, MariaCasino,, Stan James and iGame.”

The board said that the growing nature of the Unibet Group business, much of it by acquisition, meant that there was now a need to establish a clear distinction between the group name and the Unibet consumer brand.

The name change will be accompanied by a new logo, pictured.

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 will remain the same. The change only relates to the group name.”

The proposed name change is subject to approval at an extraordinary general meeting, which is set to take place in Stockholm, Sweden, on December 6.