Kindred Group has been granted a Swedish gambling licence by the Swedish Gambling Authority, following an extensive application process. The licence is an important part of Kindred’s long-term strategy to operate in locally regulated markets.

The Swedish Gambling Authority (SGA) has on November 30, 2018 approved Kindred Group’s (previously Unibet Group) application for a licence to offer commercial online gambling and betting on the Swedish market as of 1 January 2019. The application follows an extensive process to secure Kindred’s [13] local licence and represents an important step in the Group’s ambition to increase its revenue share from locally regulated markets.

“Today is a historic day for Kindred. We have been pushing for a modern and sustainable gambling market in Sweden from the very start of Unibet in 1997, in which the focus is on consumer protection and harm minimisation. I am extremely proud and delighted that we have finally reached this point and look forward to a new and better future for Kindred, for local sport and for those who enjoy gambling, in Sweden”, says Henrik Tjärnström, CEO of Kindred Group.

Kindred is currently making final preparations for the launch of five of its brands on this new licenced market on 1 January 2019.  As part of its strategy for Sweden, the Group secured an important deal earlier this year when Kindred signed an agreement with the Swedish Elite Football Association as the principal sponsor for the leagues Allsvenskan and Superettan.

“The licence in Sweden will give us new opportunities to provide our customers with an even better and more relevant gambling experience through new partnerships and offerings. It will also allow us to develop our involvement in Swedish society by engaging in local activities and projects, such as the sponsorship of Allsvenskan and Superettan”, comments Dersim Sylwan, General Manager Sweden at Kindred Group.