Unibet

History and corporate structure

Unibet began as one of the first European internet sportsbooks, founded in 1997 by Anders Ström. The company listed on Nasdaq Stockholm and expanded through organic growth and acquisitions, eventually renaming itself Kindred Group plc while keeping Unibet as its primary consumer brand. In 2024, French state-controlled gaming operator FDJ completed a takeover of Kindred Group, bringing Unibet into one of Europe's largest gaming portfolios and adding scale to FDJ's international sports betting and casino operations.

Products and platforms

The sportsbook is Unibet's flagship product, offering pre-match and live in-play betting, live streaming, cash-out and localised odds for football, tennis, ice hockey and other sports. The casino arm provides thousands of slots, table games and jackpots, while a dedicated live casino section features real-dealer blackjack, roulette, baccarat and game shows. Unibet Poker and Unibet Bingo complete the multi-product offering, and native iOS and Android apps cover sports, casino and poker. Consumer-facing portals are localised for regulated markets, with country-specific sites such as Unibet Sweden, Unibet Denmark, Unibet Netherlands, Unibet Belgium and Unibet Romania.

Regulation and market presence

Unibet operates only in licensed, regulated markets, and its global site directs users to the appropriate national site according to their location. The brand is particularly established in the Nordics, where it sponsors the Swedish Allsvenskan football league, and in the Netherlands, where it has been one of the most prominent online gaming brands since the market opened to licensed operators. It also offers separate French-language and Dutch-language experiences in Belgium, and its Danish platform covers international and national sports, including the long-standing tradition of betting on the monarch's New Year's speech.

Business model

Unibet generates revenue through the conventional online gambling model: sportsbook margin on bets placed, casino edge on slots and table games, and poker or bingo fees where offered. Its economics depend on high-volume regulated markets, cross-selling between sports and casino, and technology platforms that support fast bet settlement and live dealer gaming. Because each market requires a separate licence and local compliance, the business model is heavily orientated toward regulatory approval and responsible-gambling obligations.

Market position

Unibet is one of the longest-standing brands in European iGaming and is particularly strong in Scandinavia, Belgium and the Netherlands. Its position within the FDJ/Kindred group gives it scale across online sports betting, casino gaming and regulated distribution in multiple European markets. The brand competes with other pan-European operators and locally licensed incumbents in every market where it is active.

Leadership

Executive leadership for Unibet is held at Kindred Group level rather than under the Unibet brand itself. Nils Andén has served as President and CEO of Kindred Group since 2023, succeeding Henrik Tjärnström, who led the group for many years. The wider executive team includes CFO Peter Lindqvist, CCO Marc Phelan, CTO Alexander Westrell and Chief Product & Innovation Officer Emma Garnes. No separate COO at Kindred Group was positively confirmed in the reviewed sources.