Unibet Group’s Board of Directors is considering renaming the holding company from Unibet Group plc to Kindred Group plc in an attempt to improve clarity, synergy and flexibility around the Group’s multi-brand strategy. The board believes that the new name matches the company’s entire portfolio of products.
Why the Possible Name-change at Unibet Group?
According to a statement issued by Unibet, the company’s proposed name change is not likely to affect the firm’s 10 customer facing brands in its portfolio which include Stan James, iGame, Maria Casino, Bingo.com and Unibet and it will, in fact, allow the group to “draw the full potential of these brands with a group name that differs from the consumer name.
The Chairman of the Board at Unibet, Anders Strom, commented on the proposed change of name by saying that in this fast changing industry, clarity is of extreme importance. He also said that this is one of the reasons that they are proposing to change the name of their group company, thereby avoiding confusion and creating better conditions for their future growth.
Strom also went on to say that this is a small and predominantly internal change with all the customer facing brands still remaining the same and the proposed change only relating to the group name.
Hendrik Tjarnstrom, the Chief Executive at Unibet added that introducing a group name separate from their consumer-facing brands will provide them with the necessary strategic flexibility to ensure that they remain at the very forefront of their industry. He added that as a group they have played an important part in driving the industry forward, and they intend to continue to do so in the future.
The proposed name change from Unibet Group to Kindred Group is subject to the approval of the owners at an Extraordinary General Meeting which the Board of Directors of the company has scheduled to be held in Stockholom on Tuesday, 6th December 2016.