Kindred Group, acquired by French state lottery operator La Française des Jeux (FDJ) in a €2.6 billion deal completed in late 2024, has confirmed a strategic pivot that will see the group commercialise its Unibet sportsbook and casino platform as a business-to-business product available to third-party operators.
The announcement, made at a strategy day for institutional investors in Stockholm, marks a significant shift for Kindred, which has historically operated exclusively as a B2C brand under the Unibet, 32Red, and Maria Casino labels.
Kindred CEO Nils Andén — retained following the FDJ acquisition — said the platform's technical capabilities, developed over more than two decades, make it "one of the most battle-tested in the industry" and represent an underutilised commercial asset that can generate incremental revenue without significant additional capital expenditure.
The initial B2B strategy will focus on regulated European markets where FDJ's existing relationships provide commercial entry points. FDJ itself is expected to be the first external operator to deploy the Unibet platform in markets outside its core French operations.
Analysts noted that the pivot mirrors a broader trend in the industry, with operators increasingly recognising that their technology assets can generate B2B revenue streams that complement — and in some cases outperform — their consumer-facing businesses. Flutter's position as both operator and technology licensor, and Kambi's spin-off from Unibet over a decade ago, were cited as relevant precedents.
Kindred said it expects to sign its first external B2B client — beyond FDJ — by the end of 2026.
Source: Kindred Group
Sofia Eriksson
Senior Reporter
Member of the iGaming Pulse editorial team. Covering industry news, analysis, and B2B developments across the global iGaming sector.
