Betting Sites Owner Kindred Group Signs new deal With Gaming Corps


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Carl Hughes Betting Expert

Updated:May 17, 2023

Socially responsible betting company Kindred Group has announced a diversification of its gaming content portfolio through a new partnership with betting content developer Gaming Corps. Kindred Group is the company behind leading betting sites in the UK and globally such as Unibet and 32Red. As part of its betting and gaming activities, the betting sites which are part of the group offer a variety of services, including sports betting, competitive gaming betting, live casino services, and online gaming. This last activity is what Kindred aims to expand on through the deal with Gaming Corps, as the B2B developer of content for betting sites will provide the group with access to their entire slot and mine gaming portfolio.

Betting sites Unibet, Storspelare, and Vlad Casino will be the first from the group to take advantage of the content provided by the game development company Gaming Corps, which is based in Sweden. Gaming Corps specialises in making gaming content for the licenced and regulated betting and gaming industry. Their games Crash and Plinko are suitable for regulated betting markets and the company will be proud to be the first studio working with betting sites giant Kindred Group through the delivery of such betting content. It is understood that Gaming Corps has agreed to provide bespoke gaming and betting content to some of the betting sites part of Kindred Group, meaning that the games these operators access will be branded with their logos and specific information. This is an expansion of a previous, more basic agreement between the two companies. It is believed that the new partnership will concern mainly mine- and crash- type games.

Speaking about the new partnership, Kindred Group Head of Casino Gareth Jennings said:

“Kindred is selective when adding new content but Gaming Corps has all the attributes we look for when considering new suppliers. This along with the addition of custom content is why we see this studio as being an exciting addition for our players.”

It is promising to see that large betting sites such as the ones ran by Kindred Group continue to seek opportunities to expand following the White Paper on UK betting and gaming. The publication made several important suggestions about modernising and improving gambling in the country, and these are expected to become laws and regulations in the next few years. The new betting and gaming system is expected to have a significant effect on the annual profit of betting sites after introducing more careful and robust bettor safety and social responsibility rules. Kindred Group already spends millions on leading the action of making the gambling industry a safer, more responsible environment for everyone. Kinder Group and its betting sites must expect that they will not be majorly affected by the changes, as the new partnership with Gaming Corps is the second one announced by Kindred Group this month, following an expansion of their relationship with gaming content developer Booming Games. This comes in a period of change for Kindred, with the Group’s CEO Johan Wilsby announcing that he will be stepping down at some point in 2023.

Gaming Corps Head of Commercial Danielle Calafato also commented on the new deal with Kindred:

“We’re very proud to be able to work closely with Kindred Group and its brands. We’re pleased to include most of our game categories and look forward to collaborating on our branded content as well.”

Gaming Corps is one of the well-known names in the gaming industry and has the reputation of a reliable, trustworthy development studio. The company is used to working with large and popular betting sites, and only recently signed a new deal with betting provider Coolbet. In addition to this, Gaming Corps recently became licenced in Estonia for the provision of its gaming content to betting sites within the country’s gambling jurisdiction. Through its work with Coolbet, the company reaches a significant amount of customers in a number of countries, including Estonia and Sweden, where Coolbet is licenced to operate. Gaming Corps was founded in 2014, and now operates from its headquarters in Sweden, Malta, and Ukraine. While the company continues to operate through a small, tight-knitted team, they are listed on the Nasdaq First North Growing Market. The company’s ambition is to be recognised worldwide as a prime mover in the evolution of the Gaming and iGaming industries.

Those involved in the betting and gaming market and interested in the new deal expect that it will be successful for both companies. Kindred Group is very likely to benefit from the successful expansion of its gaming portfolio by improving its player engagement and retention. Meanwhile, Gaming Corps would be excited to have signed another big name from the betting and gaming industry to its list of customers, which will undoubtedly increase the company’s reputation across the industry.

About the author

Carl Hughes


Carl Hughes


Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".