Kindred Group launches new online casino brand for Norwegian and Swedish high rollers

Business News

Kindred Group launches new online casino brand for Norwegian and Swedish high rollers One of Europe’s largest online gambling operators, Kindred Group (former Unibet Group), will today launch a new internet casino brand directed towards high rollers in the Norwegian and Swedish market. will take responsibility even further by introducing third party affordability assessments on new customers.

Out of Kindred Group’s total registered customer base in the Nordic region there is a small group “high rollers” who play for GBP 200 or more per month. “You will find high rollers within all national and international gambling companies. Instead of pretending as if this group of players does not exist, we have chosen to take their needs seriously, and are launching a safer gambling environment and a better reward system”, says Peter Alling, Head of Nordic Public Affairs in Kindred Group.

“Kindred Group has always focused on each individual customer when planning the development and growth of the company. We know our customers well and we know what they want. The High Roller concept is a result of this knowledge. Gambling habits will manifest differently for different customers, which is why we focus on each individual’s behaviour, not the sums themselves”, says Alling. Kindred Group will be the first online gambling company in the industry to introduce, among other things, third party affordability assessments of all new customers at

The affordability assessment is introduced on top of mandatory ID checks, BankID registration, personal deposit and loss limits, the PS-EDS surveillance system, self-exclusion tools, and a range of other responsible gambling tools to detect and handle problematic gambling behaviour. Players also have to consider how much they intend to spend upon registration, which helps raise awareness of how much each individual player can afford to lose. At, Swedish customers have to use BankID to register.

In Norway, the company hopes to have this in place before too long, even though laws prevent foreign gambling companies from using BankID. Consequently, the Norwegian ID check continues to be performed through document verification. “We are proud of our work on strengthening responsible gaming on all levels, and through the responsible gaming measures at, we are setting a new standard for the industry in preventing, detecting and handling problematic gambling.

We believe in the freedom of each individual customer and tools focusing on each customer, instead of setting a collective limit”, says Peter Alling.