Our purpose

“To transform gambling to ensure fair play, the best deal and a great experience for our players.”

Our heritage

Our heritage

We have always offered the most fun, user-friendly and exciting online gambling experiences and our goal remains unchanged: For our customers to be delighted by our brands by providing them with the most innovative, quality products.

Our values

  • We are individuals united

    We’re a diverse network of passionate and talented individuals who are proud to be part of Kindred. As experts in our different areas, we all add something special to the company. Our success depends on attracting and keeping the best talent who recognise the importance of being a part of a winning team.

  • We dare to challenge

    We see all challenges as an opportunity to do something in a better way ― for you, for the team and for our customers. We hunger for growth both personally and professionally and go above and beyond to deliver the successful products of tomorrow. Only through acting now and taking calculated risks will we stay one step ahead of the competition.

  • We build on trust

    Our success is built on trust. We trust each other to deliver on our promises. We believe in empowerment and we are all trusted to make the right choices for Kindred and our customers. We behave with integrity and fairness in everything we do and because of this we are trusted by our customers, the regulators and the industry as a whole.

  • We seek to innovate

    We foster an environment where initiative and innovation are rewarded. We combine our skill and experience with novel thinking to spot new trends and tools to improve our customers’ experiences. We regard failure as a stepping stone to success. We listen, we learn and we adapt.

  • We believe in friendship

    We believe in humility and have a genuine interest in our colleagues. We believe that being friendly is more than an attitude; it’s a way of working. We enjoy what we do, and it shows. It’s infectious and builds relationships that last, and friendships that grow. Through friendship comes trust, and through trust comes loyalty—the key to our business.