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Traded asNasdaq StockholmUNIB SDB
IndustryOnline gambling
FounderAnders Ström
Number of locations
Australia, Belgium, Denmark, Estonia, France, Gibraltar, Italy, Malta, UK
Key people
Henrik Tjärnström (CEO)
ProductsSportsbook, Casino & Games, Poker, Bingo
Revenue£751 million (2017)[1]
Number of employees

Unibet provides a platform for sports betting, online casino, bingo and online poker to over 11 million customers in over 100 countries. Unibet is a part of Kindred Group - an online gambling operator which consists of 11 brands along with Maria Casino, Stan James, 32Red, and iGame. Today, Unibet has over 1,500 employees and offices in Malta, London and Gibraltar among others. Unibet launched its first online website in 1999, launched live betting service in 2003 and introduced mobile site in 2004.[2]


The Kindred Group, and by extension Unibet, is headquartered in Malta.

This arrangement allows Unibet to be licensed, through Platinum Gaming Limited, by the Government of Gibraltar (under Licence numbers RGL 091 & RGL 092)[3] and regulated by the Gibraltar Gambling Commissioner for the purposes of serving customers around Europe. In order to legally offer online gambling services to UK based customers Platinum Gaming Limited – and therefore Unibet – also hold a Combined Continuation Remote Operating Licence (number 000-045322-R-324275-001)[4] from the UK Gambling Commission (UKGC).


Unibet was originally founded in 1997 by Anders Ström, with the company initially operating out of Ström's home in Earl's Court, London. It secured a licence to operate a betting business and from 1998, Unibet began taking bets over the phone. The following year, Unibet launched their first ever online betting website. It later became Unibet Group PLC, Pontus Lesse was appointed as the new CEO and the company were granted their first international gambling licence in Malta.

Over the next few years, Unibet Group PLC expanded quickly. Its Unibet website diversified to support 12 different languages and by 2004, the company boasted over 300,000 registered customers in more than 100 countries. It was also in that year that the company was first listed on the Swedish Stock Exchange.[1]

The following years saw a number of other acquisitions by the company, including most notably those of Betchoice in Australia and of Stan James Online.[5] In order to better support their new multi-brand strategy, Unibet Group Plc became the Kindred Group in 2016.[2] Since that time, the company have passed one million registered customers and launched a range of further betting and gambling brands around the world.


Unibet sponsors a wide range of major sports teams and events.

The brand is the official betting partner of three different English football league teams, in the shape of Aston Villa,[6] Preston North End,[7] and Middlesbrough.[8] Unibet also has the same relationship with Warwickshire County Cricket Club.[9]


  1. ^ a b c "Kindred Company Fact Sheet NASDAQ".
  2. ^ a b "Unibet Timeline" (History of Unibet from 1997 to present day.).
  3. ^ "HM Government of Gibraltar" (PDF).
  4. ^ "UKGC License Details".
  5. ^ "Unibet Acquire Stan James". iGaming Business. 1 October 2015.
  6. ^ "Aston Villa announce Unibet deal". 7 July 2017.
  7. ^ "Unibet become official partner of PNE".
  8. ^ "Unibet sponsor Middlesbrough FC". 13 July 2018.
  9. ^ "Warwickshire CC partner with Unibet".

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