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Unibet is a sports betting, online casino, bingo and online poker platform. Unibet is a part of Kindred Group–an online gambling operator which consists of 11 brands along with Maria Casino, Stan James, www.vladcazino.ro, 32Red, and iGame. Today, Unibet has over 1,600 employees and offices in Malta, London, New York, and Gibraltar among others. Unibet launched its first online website in 1999, launched live betting service in 2003 and introduced mobile site in 2004.


Overview

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) 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 License (number 000-045322-R-324275-001) from the UK Gambling Commission (UKGC).


History

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 license 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 license 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 had 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. 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. In order to better support their new multi-brand strategy, Unibet Group Plc became the Kindred Group in 2016. 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).


Sponsorship

Unibet sponsors a wide range of major sports teams and events, including partnerships with
Middlesbrough FC Middlesbrough Football Club ( ) is a professional association football club based in Middlesbrough, North Yorkshire. They compete in the EFL Championship, the second level of the English football league system. Nicknamed the Boro, they were fo ...
,
Philadelphia Eagles The Philadelphia Eagles are a professional American football team based in Philadelphia. The Eagles compete in the National Football League (NFL) as a member of the National Football Conference (NFC) NFC East, East division. The team plays its ...
, Pittsburgh Steelers, Glasgow Rangers, Club Brugge, FC Copenhagen, Sydney Roosters,
AFC Ajax Amsterdamsche Football Club Ajax (), also known as AFC Ajax, Ajax Amsterdam, or commonly Ajax, is a Dutch professional Association football, football Football team, club based in Amsterdam, that plays in the , the top tier in Dutch football. ...
, and five-time World Chess Champion
Magnus Carlsen Sven Magnus Øen Carlsen (born 30 November 1990) is a Norwegian Grandmaster (chess), chess grandmaster. Carlsen is a five-time World Chess Championship, World Chess Champion, five-time World Rapid Chess Championship, World Rapid Chess Champio ...
.


Awards

Unibet has been awarded as the best sports betting operator in 2006, 2008 and 2009, as well as a live betting operator in 2009 by PCM magazine “eGaming Overview.” Sportsbook Operator of the Year - IGA Awards 2014. Followed by a few months later Unibet conquers Best Poker Marketing Campaign - EGR Awards 2014.


Regulatory sanctions and fines

On February 16, 2022, the Danish Gambling Authority (DGA) ordered Unibet (Denmark) Limited to update its
risk assessment Risk assessment is a process for identifying hazards, potential (future) events which may negatively impact on individuals, assets, and/or the environment because of those hazards, their likelihood and consequences, and actions which can mitigate ...
policies. According to the regulator, until 25 January 2022, Unibet did not have "sufficient written business procedures for ongoing monitoring of existing customer relations". A number of breaches were found when inspecting Unibet’s AML policies, including breaking the rules relating to business procedures,
know your customer Know your customer (KYC) guidelines and regulations in financial services require professionals to verify the identity, suitability, and risks involved with maintaining a business relationship with a customer. The procedures fit within the broad ...
(KYC) measures, as well as rules regarding its obligation to investigate and report on players. At the same time, Norwegian regulator Lottstift warned Trannel International Ltd, a wholly owned subsidiary of Kindred Group, that it would sanction the operator with financial penalties of NOK 1.2 million (€120,000) daily if it did not stop its illegal gambling activity in Norway. Trannel had received similar warnings back in April 2019 and Kindred have already made a number of legal appeals in Norway in response which have all been rejected by Norway's supreme court. Despite the threats of heavy fines Kindred refused to stop operations in Norway. In August 2022, the Canadian Alcohol and Gaming Commission levied a CAD$48k penalty on Unibet for alleged infractions of the Registrar’s Standards for Internet Gaming (the Standards), pertaining to advertising and inducements.


References


External links

*{{official website Gambling companies established in 1997 Online poker companies Online gambling companies of Malta