Kindred Group Casinos: Overview and Insights

The Kindred Group is a major player in the online gambling industry, overseeing renowned brands such as 32Red Limited, Platinum Gaming, and Unibet. Headquartered in Valletta, Malta, this global organization manages a diverse portfolio of casino sites operating throughout multiple international markets.

Prominent Casino Bonuses for New Players

Several Kindred Group casinos offer generous welcome bonuses to attract new members. These promotions typically have specific eligibility requirements and wagering rules. Here are examples of the current offers available across the network:

• 100% Match Up to £80 Bonus: Available to new players with a minimum deposit of £10. A 35x wagering condition applies. Maximum bonus is £80.
• £100 Bonus Plus 100 Free Spins: Offered to UK players making a debit card deposit of at least £20. The cash bonus has a 50x playthrough requirement, while free spin winnings are wager-free.
• 121% Bonus Up to £100: First deposits of £10 or more qualify for a 121% bonus, up to £100. 35x wagering and a £5 maximum bet with the bonus apply. Bonus must be used within 30 days.
• 100% Bonus Up to £100 and 30 Free Spins: Requires a minimum deposit of £10. 35x wagering for the bonus, valid for 30 days. Free spins applicable on selected games for 10 days.
• £200 Matched Bonus and 200 Free Spins: For players depositing £20 or more. This welcome offer comes with a 40x wagering requirement within 7 days. Maximum bet and win limits, along with other conditions, apply.

Note: All offers are subject to terms and conditions, including geographical restrictions and age verification. For codes, promo links, and comprehensive terms, visit the respective casino site or enter the relevant details in the designated field.

The Kindred Group’s Leading Online Casinos

The Kindred Group operates a range of well-known casino brands, with varying audiences and specializations. Below are the top sites under its ownership:

32Red Casino

32Red has emerged as one of the flagship casinos managed by Kindred Group. Although Unibet was the origin of the group, 32Red quickly gained prominence, especially after its acquisition and subsequent rebranding by Kindred. High-profile sponsorships and the appointment of TV personality Leigh Francis (Keith Lemon) as ambassador marked a new era for the brand. The 32Red site now consolidates sports betting, casino games, poker, Slingo, and live gaming within a single hub, while the standalone bingo offering was absorbed into Unibet. However, 32Red’s welcome bonuses attach a 50x wagering requirement, which is significantly above the UK industry average of 35x, making it less appealing for bonus hunters.

Unibet

Unibet is a cornerstone of the Kindred Group portfolio. Starting in the late 1990s as a London-based telephone betting service, it pivoted online in the early 2000s and quickly grew into a global sports and casino brand. Unibet stands out for its sports sponsorship programs—including league and team partnerships—and features a wide array of betting markets and gaming options. The platform is particularly popular among horse racing enthusiasts. A key distinction from 32Red is Unibet’s robust bingo section, which led to the closure and migration of 32Red’s bingo operations. Unibet also enforces relatively high bonus wagering requirements, aligning with its sister brands.

Bingo.com

Despite the phase-out of 32Red Bingo, Kindred Group maintains Bingo.com as a standalone casino and bingo site. While based in the UK, Bingo.com has a broader international outlook and offers digital slots, live casino tables, and arcade-style games in addition to bingo rooms. However, the brand’s promotional offerings are considered modest, and details on bonus terms are not always clearly published, leading to a less enticing player experience compared to its sister sites. The premium domain of Bingo.com arguably remains underutilized within the portfolio.

Currently, 32Red, Unibet, and Bingo.com are the only Kindred Group casinos licensed for UK players. Nevertheless, Kindred operates several other international brands, including Maria Casino, Casino Huone, Otto Kasino, Vlad Kasino, Kolikkopelit, and Storspiller.

Background of the Kindred Group

Origins and Evolution

The history of Kindred Group is intertwined with the founding of Unibet by Anders Strom in 1997. Initially established as a telephone betting provider in London, Unibet quickly secured a UK Gambling Commission license. Recognizing the potential of online gaming, Strom launched the first website in 1999 and led Unibet’s expansion into multiple languages and markets over the following years. By 2004, the platform served hundreds of thousands of users in more than 100 countries. Strategic acquisitions—including Stan James and Betchoice—fueled rapid growth. In 2016, to reflect its broader reach, Unibet Plc was rebranded as The Kindred Group.

Growth and Major Acquisitions

In the years leading up to the rebrand, Unibet Plc ramped up its expansion, adding notable properties such as Bet24, Kambi Group, and Bingo.com. The largest deal came with the purchase of 32Red Limited for approximately £217 million. As the US market opened up to sports betting in 2018, Kindred quickly established partnerships to secure operational presence in New Jersey and Pennsylvania. Today, Kindred Group is listed on the Stockholm stock exchange, employs around 2,400 people, and holds offices across Europe and Australia. Its annual revenues are estimated to approach £900 million, based on the latest available data.

Recent Highlights and Industry Recognition

Kindred Group actively posts news and updates on its corporate site. Among its recent achievements is earning the second-highest ranking in the All-Index, an international benchmark for diversity, equity, and inclusion. Scoring 79 out of 100—well above the participant average—the company is committed to further improving representation and pay equity. In 2022, Kindred expanded operations into the regulated Dutch gaming market with Unibet’s launch. Additionally, the group renewed its partnership with the NFL’s Philadelphia Eagles through 2025, with Unibet creating exclusive branded gaming content for fans in Pennsylvania. The US remains a growth priority for the group, especially in sports betting and branded casino content.

Catalog of Kindred Group Casino Brands

Casinos Licensed for UK Customers

• 32Red (32red.com)
• Unibet (unibet.com)
• Bingo.com

International Kindred Group Casinos

• Otto Kasino (ottokasino.com)
• Vlad Casino (vladcasino.ro)
• Storspiller (storspiller.com)
• Maria Casino (mariacasino.com)
• Casino Huone (casinohuone.com)
• Kolikkopelit (kolikkopelit.com)

For a comprehensive, up-to-date overview of Kindred’s global brands and latest offers, visit the official group website or the specific casino portals listed above.