Betting Sites owner Kindred group Strikes Deal With Gaming Developer Booming Games


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Carl Hughes Betting Expert

Updated:May 11, 2023

It has just been announced that Kindred Group, the owner of betting sites Unibet, 32Red, and others, has recently entered into a new deal with experienced gaming developer Booming games. Customers of the Group’s brands, and prospective new bettors, can now access a large number of Booming Games products which have already been integrated with the existing platforms on which the betting sites run. The new deal means that Kindred Group has substantially diversified its existing gaming portfolio, while Booming Games will certainly see a raise in its profile after collaborating with another leading betting and gaming group.

The new deal will give the betting sites part of Kindred Group access to all of the products in the Booming Games portfolio. It is expected that the games will initially be available on the UK betting sites, as well as those running in the betting and gaming jurisdictions of Malta and Belgium. With time, Kindred Group will make the games available in other areas of operation, however this may be associated with some legal and licence hold-ups depending on regulations.

Kindred Group’s customers have already enjoyed some of the Booming Games content on the provider’s popular UK betting sites. Booming Games is primarily concerned with developing online slots games, and some popular titles include Burning Classics Go Wild, Buffalo Hold and Win, Treasure Vault, Cash Pig, Legendary Diamonds, TNT Bonanza, The Wild Wings of Phoenix, Super Duper, Flaming Chillies, and Mighty Gorilla. As one can guess from the titles of the games, Booming Games aims to develop original, engaging, and fun content, using both classic and original themes that provide a wide range of players with activities that attract and interest them. The varied and diversified portfolio of content is one of the main benefits of Booming Games, and one of the reasons why a number of leading betting sites have chosen to work with the company.

Speaking about the new deal with Booming Games, Kindred Group Head of RNG Casino Gareth Jennings said:

“Booming Games is behind some of the most entertaining and engaging slots in the market, and we absolutely wanted to make its games available to our players. We were impressed by the range of themes offered within its portfolio and the thrilling gameplay provided across its classic and video slots. This is a great addition to our lobby and a partnership we are very pleased to have entered.”

Fans of the betting sites ran by Kindred Group will be relieved to see that the company is continuing to develop after the recent publication of the White Paper on UK Gambling. Many of those involved in the betting and gaming industry, including experts and professionals, were apprehensive about the long-delayed paper, and were not sure if it suggestions it made (which will inevitably become laws and regulations) meant the end of betting and gaming sites in the UK as we know them. The White Paper, however, has proved to be measured and balanced in its approach to betting and gaming, aiming to preserve the popular UK tradition that brings billions to the economy and funds hundreds of thousands of local jobs. As such, UK betting sites such as Unibet and 32Red continue to grow and appear to be a little more confident that there are here to stay.

Booming Games CCO Frederik Niehusen also commented on the deal:

“Kindred Group is exactly the calibre of an operator that we look to partner with, running some of the most established and trusted brands in the business. We look forward to seeing players experience the incredible fun each has been developed to provide.”

It is expected that Kindred Group and Booming Games are already working hard to ensure that bettors and online gaming fans have access to all of the developer’s 150+ games, which will steadily be introduced across the many betting sites the group owns. After the initial three gambling jurisdictions, Kindred will release the games in other core markets such as the Netherlands, Eastern Europe, and Sweden, where the group is one of the leading providers of betting and gaming content.

The partnership with Booming Games will probably be seen by Kindred Group as an excellent opportunity to enrich its portfolio on an ongoing basis, as Booming Games is prolific when it comes to creating and releasing successful online slots games which improve customer engagement and retention. On the other hand, Booming games will be very happy with the new partnership, as this is the second major betting site operator to sign up to their content recently, after the company struck a deal with Reevo not long ago. This further demonstrates the trusts major betting providers place in Booming Games.

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".