Kindred Group Limited

Kindred Group has established itself as one of the key players in the iGaming industry, boasting a collection of some of the top betting brands in Europe. Kindred Group employs over 1,000 staff to work in their offices across Europe, Australia and the USA. The group has over 20 years of experience in the online betting industry and serves over 25 million customers, which makes it one of the largest online gambling businesses across the globe. They won’t stop there though, as Kindred Group continually strives to improve their business model, offering a safe, sustainable and profitable business for their customers to enjoy.

Kindred Group in Canada

The Kindred Group has worked tirelessly over the years to develop a portfolio of brands that are distinguished and well-respected. Some of these brands are more localized and would only be recognized or considered familiar to natives from that region, however, they also have several global powerhouses that are available to players in Canada.

Kindred Group owns the 32Red brand which is a household name in many countries across the globe. Not only does it provide a flagship service of over 400 of the best casino games developed by Microgaming, but it also delivers a first class sportsbook that Canadian bettors can use for all their sports bets.

One of the other brands that you are likely to be familiar with under the Kindred Group is Unibet. Unibet has been a key player in the growth of the online betting industry and has developed into one of the world's leading sites. It is a premium, all-product brand that allows Canadian players to enjoy casino games, poker, bingo, but its biggest pull is the fantastic sportsbook on offer. The Unibet sportsbook is available in over 20 languages so whatever your native tongue might be, you should be able to enjoy the Unibet experience.

About Kindred Group

Kindred Group began its journey back in 1997 when Anders Ström founded Unibet in Earl’s Court, London. By 2000, this had evolved into the Unibet Group Plc and Ström’s initiative and business intelligence saw them quickly develop a product that was available in over 80 countries to customers speaking 12 different languages, with over 200,000 customers. Ström continued to be ahead of the curve and in 2005 Unibet sped ahead of their competition by delving into mobile gaming technology. 

This gave them the perfect foundation to progress and evolve their online platform which is obviously still incredibly popular to this day. Ström was a betting expert who had a unique ability to be able to understand the average bettor’s needs. In 2004, Unibet was listed on Nasdaq Stockholm, essentially the Stockholm Stock Exchange, and this was a landmark moment that allowed Ström to take the business to the next level.

As time elapsed, the growth of the Unibet Group continued to snowball as they acquired various online casino and bingo sites to strengthen their position across Europe. It wasn’t until 2016 that the name Kindred Group came to fruition. While the name Kindred Group may seem fairly new to the industry, the spine of the company has been a pioneering influence on the modern iGaming industry and this reputation is highly regarded across the globe. 

Kindred Group now boasts offices in 12 locations including their headquarters in Malta, with further offices across Europe in Antwerp, Copenhagen, Gibraltar, London, Madrid, Milan, Paris and Stockholm. The group also has offices further afield, with two offices based in Australia in Darwin and Sydney, as well as two offices in the United States, in New York and New Jersey.

Kindred Group possess licenses from several different regulating bodies and below you will find a list of all the current gambling licenses held by the group:

European Licenses

Australian Licenses

USA Licenses

Focus Area and Characteristics

The Kindred Group has developed an incredible portfolio of brands offering first-class service for sports bettors, casino players as well as those searching for a game of poker, roulette and many more. Based on their core foundations of offering the best product available for players, the Kindred Group has been able to stay ahead of the curve, constantly seeking out new technologies to improve their service so that bettors can reap the rewards. This started so early on in the Kindred Group’s journey with the likes of Unibet going truly mobile, even two years prior to the first Apple iPhone being launched.

So, the Kindred Group has always focussed on delivering a high quality sportsbook that is as usable on a mobile as it is on a desktop, and that is why the user-experience is so great with Kindred Group sites. Keeping the mobile focus in mind, they also provide a great range of in-play betting markets and live streams across a wide range of sports, so they’re a mobile bettors dream.

Flexibility is another aspect of the Kindred Group’s sites that they have worked hard on to ensure they are always ahead of their competitors. Whether it is the number of languages the site is available in, the currencies accepted or the payment options you can deposit and withdraw with. There’s always an array of languages for you to select from and all their sites available in Canada accept the Canadian Dollar which is enticing. There is also a great number of payment options so that every bettor has a method of deposit they are comfortable with.

You can expect great customer service from all of their sites too, whether it is by phone, email or live chat. Their customer support teams have been expertly trained so that all of your queries are dealt with in a timely and friendly manner. They have built a superb system that focuses on the key aspects of modern betting to deliver the perfect betting experience.

Best Betting Sites from the Kindred Group Limited

The Kindred Group operates through several different brands. These brands have specific targeted audiences with some being focussed on one nation and others being global betting sites that millions of customers use. We are going to take a further look into some of the Kindred Group’s betting sites that provide a service here in Canada.


Unibet is one of the biggest names in sports betting. A hugely successful brand who has developed their glowing reputation through 20 years of experience in knowing what is right for their customers. Whether you are using a desktop, tablet or mobile device, the Unibet website provides a slick design that is both easy on the eye and efficient to navigate. Their colour scheme ensures that all the relevant calls to action are highly visible, so if you are new to the site the yellow ‘Register Now’ button will catch your eye at every opportunity.

They have used their experience and analytical minds to ensure that not only is the site visually appealing, but it is also incredibly simple to navigate. The popular leagues are displayed neatly down the left hand side with an A-Z of sports just below. Live markets are available on the home display with odds and live streaming clearly indicated. It makes betting a whole lot easier when the user-experience is as intuitive as the one provided by Unibet.

Unibet delivers fantastic value, both in their everyday odds but also in the range of promotions they offer their customers. It doesn’t matter if you are a new or existing customer, you will get to utilize bonuses, incentives and enhanced odds at every opportunity as Unibet really looks to deliver value for its customers.

Huge on soccer and plenty of onsite support

Unibet Sportsbook offers an unrivalled number of sports and markets to bet on. There are more than 30,000 bets to choose from, with popular sports such as basketball, ice hockey, tennis and baseball all featuring predominantly, but the sportsbook’s largest focus is on soccer. There is an incredible number of markets available to bet on, so if you are a fan of betting on soccer then you seriously need to check out the Unibet sportsbook as there is a whole world of betting to discover. That isn’t to say that other sports are lacking in markets, there is a full range of markets for all popular sports, it is just that Unibet has gone the extra mile with soccer.

If you get stuck at all, Unibet provides a series of solutions for you to get back betting quickly and efficiently. There is a dedicated Help Centre where you can search the most frequently asked questions or you can reach out to the knowledgeable team via email or live chat. These are available 24/7 so there is always an expert on hand to offer support.


Kindred Group’s other sportsbook available to Canadian players falls under the 32Red brand. It delivers a comprehensive casino, poker and sportsbook package that is among the most popular in the country. The allure of 32Red is often too hard to dismiss with a range of fantastic promotional offers and bonuses available to new players. These come in the form of registration incentives, promotions, money back offers, free bets and even a loyalty programme. Whether you are a new or existing customer with 32Red, you will be supplied with fantastic offers which you can use to your advantage when making your bets.

32Red delivers flexibility when it comes to language and currency preference. Canadian players will be delighted to learn that the Canadian Dollar is one of five currencies accepted along with the US Dollar, the Euro and the British Pound. There are also eleven languages to choose from so you can make life easier by choosing your preferred language.

There is a great selection of banking methods available at 32Red. You can use traditional deposit and withdrawal methods such as debit and credit cards, but you also have the ability to use options such as PaysafeCard, ecoPayz, bank transfers and many more. The flexible payment options make it suitable for almost all Canadian users.

Professional design and dedicated support

The 32Red site is clearly laid out with popular sports markets available across both the top and side navigation bars. Popular leagues are available as quick links to save you time, and the in-play markets are immediately available on the home screen for those looking to place rapid in-play bets. There is no dedicated app for mobile devices or tablets, however, the incredible functionality of their responsive website ensures there is no real need for one. The site adapts to your screen size and the usability is not impacted at all.

There is a dedicated sports help section with all the most common questions answered, while you can also reach out to the team 24 hours a day, 7 days a week either via phone or email. The response times are great and the customer service team are both knowledgeable and friendly, which always helps. You can find many casino games as well as poker and roulette for alternative experiences, but the sportsbook at 32Red is certainly the one that is worth checking out if you are into sports betting.


If you are a keen sports bettor looking for a new sportsbook to check out in Canada, then you really should consider the options available from the Kindred Group. Delivering a wealth of markets across a huge selection of sports, there really is something for everyone. The Kindred Group has ensured that all of their sites are regulated by the strictest governing bodies to guarantee a safe, secure and fair experience for every punter, so you can rest assured your hard earned money is in safe hands. Their versatility and flexibility while providing a fully-inclusive gambling service for users across the globe is a huge attraction. Furthermore, accepting the Canadian Dollar makes the Kindred Group betting platforms a convenient and trustworthy option. They tick all the right boxes, so be sure to keep them in mind.