Kindred Group eyes innovation push with new start-ups initiative

Kindred Group has formed a new business initiative to expand its involvement in start-ups and find innovative technologies to improve the operator’s customer experience.

Kindred Futures will partner and co-create with start-up businesses in London, Stockholm and Tel Aviv to tap into their creativity and develop new products for its portfolio of brands including Unibet and Stan James.

The operator, which recently rebranded from Unibet, said it would be looking into a broad range of areas including data privacy, content marketing, augmented reality, artificial intelligence and cyber security.

“There is so much opportunity in the gambling industry to transform the experience we offer our customers – it’s a very exciting time for us to work with partners to explore new ideas and discover new sources of value,” said Will Mace, head of Kindred Futures.

“We are keen to look at any great new idea or opportunity – the more transformative the better.

“We believe we have a lot to offer potential partners and thus this is a genuine commitment to do something valuable for both parties.”

Kindred said it will also provide its potential partners with access to internal expertise and data, as well as the use of its marketing teams.

Earlier this month, Unibet Group completed its rebranded to Kindred Group in an attempt to amplify the Stockholm-listed operator’s multi-brand strategy.