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Kindred Group Withdraws From North American Gambling Market Following Strategic Review

  • It will be cutting over 300 jobs and hoping to save ￡40m ($50m) annually
  • A subpar performance in 2022 was the reason for starting the strategic review
  • Kindred’s Unibet brand has been operating in the United States and Ontario
Andrew O’Malley

Kindred logo on a phone
Kindred Group is exiting North America as it wants to focus on growth in its core markets. [Image: Shutterstock.com]

A big move

Kindred Group has announced that it is withdrawing from the North American gambling market following a strategic review. The Malta-based company hopes to complete this process by the end of the second quarter of next year.

will see more than 300 consultants and employees lose their jobs

It is also implementing other cost-cutting measures in an attempt to focus on growth in its main markets. Part of the cutbacks will see more than 300 consultants and employees lose their jobs, with Kindred hoping to save about ￡40m ($50.7m) annually.

It hopes to better allocate its resources to gain market share in other regions. Some of the growth initiatives include expanding the reach of certain local casino brands, re-allocating marketing and tech resources, and differentiating products with exclusive content.

Cost-cutting measures

Kindred Group Interim CEO Nils Andén labelled the cost-cutting measures as “necessary and decisive.” He believes that the changes will help the group have a stronger position and be set up for long-term growth.

announced the commencement of a strategic review in April

Kindred Group’s board of directors announced the commencement of a strategic review in April. One of the catalysts for doing so was a subpar 2022 which saw both revenue and net profit drop year-on-year. Henrik Tj?rnstr?m resigned as CEO in May, with Andén temporarily stepping into the role.

The review is still ongoing, and a partial or total sale still in the cards as the company’s board believes that it can maximize shareholder value with a third-party transaction. Andén said that he will provide an update when the board comes to a final decision.

Exiting markets

Kindred’s Unibet brand has been operating in the US for some time, offering sports betting and online casinos in certain jurisdictions. It also has operations live in the Canadian province of Ontario.

Kindred Group is one of the biggest gambling companies in the world, catering to the needs of more than 30 million customers. It has numerous brands under its umbrella, including Unibet, Maria Casino, and 32Red.

It’s not just the North American market that the company is withdrawing from. Kindred has joined a number of other operators in leaving Norway following a strict crackdown from the country’s regulator.

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