Unibet

The Kindred Group, and by extension Unibet, is headquartered in Malta.

This arrangement allows Unibet to be licensed, through Platinum Gaming Limited, by the Government of Gibraltar (under Licence numbers RGL 091 & RGL 092)[3] and regulated by the Gibraltar Gambling Commissioner for the purposes of serving customers around Europe. In order to legally offer online gambling services to UK based customers Platinum Gaming Limited – and therefore Unibet – also hold a Combined Continuation Remote Operating Licence (number 000-045322-R-324275-001)[4] from the UK Gambling Commission (UKGC).

Unibet was originally founded in 1997 by Anders Ström, with the company initially operating out of Ström's home in Earl's Court, London. It secured a licence to operate a betting business and from 1998, Unibet began taking bets over the phone. The following year, Unibet launched their first ever online betting website. It later became Unibet Group PLC, Pontus Lesse was appointed as the new CEO and the company were granted their first international gambling licence in Malta.

Over the next few years, Unibet Group PLC expanded quickly. Its Unibet website diversified to support 12 different languages and by 2004, the company boasted over 300,000 registered customers in more than 100 countries. It was also in that year that the company was first listed on the Swedish Stock Exchange.[1]

The following years saw a number of other acquisitions by the company, including most notably those of Betchoice in Australia and of Stan James Online.[5] In order to better support their new multi-brand strategy, Unibet Group Plc became the Kindred Group in 2016.[2] Since that time, the company have passed one million registered customers and launched a range of further betting and gambling brands around the world. In the middle of November 2019 the Kindred Group went live with Unibet in Pennsylvania (PA).[6]

Unibet sponsors a wide range of major sports teams and events.

Unibet has recently partnered with New Jersey Devils,[7] and Philadelphia Eagles.[8] The brand is the official betting partner of three different English football league teams, in the shape of Aston Villa,[9] Preston North End,[10] and Middlesbrough.[11] From the 20/21 season they will also be the sponsor on all of Rangers FC training.[12] Unibet also has the same relationship with Warwickshire County Cricket Club.[13][14]

Unibet also sponsors an esports team known as Astralis, who play Counter-Strike: Global Offensive.[15]

By 30.1.2020 Unibet started a partnership with Magnus Carlsen.[16]

Unibet has been repeatedly awarded by PCM magazine “eGaming Overview” as the best sports betting operator in 2006, 2008 and 2009, as well as a live betting operator in 2009[17]

• Official website