Stan James name set to be dropped as parent Kindred looks shift focus to Unibet brand

  • All Stan James players will be migrated to Unibet in the coming months
  • The company plans to fully focus on its flagship Unibet brand and corner the UK market

Back in 2015, Unibet, the company that later went on to change its name to Kindred Group, acquired Stan James.

Stan James is being dropped by parent company Kindred in favour of the Unibet brand for UK players.
Stan James is being dropped by parent company Kindred in favour of the Unibet brand for UK players.

The acquisition was a part of Unibet’s expansion strategy, and they obtained all of the Stan James online assets at the price of almost €26 million.

However, the Stan James name is set to disappear as they’ve reportedly announced they’d be dropping the branding altogether, according to a report in the Racing Post.

Focus on the flagship brand

Although the Stockholm-listed company changed its name to Kindred, Unibet remained its leading brand.

Unibet offers all sorts of gaming activities, including online poker, casino, sports betting and more.

This recent decision to drop Stan James comes as a part of company’s efforts to focus on their flagship brand once again.

The idea is to focus all the activities in the UK market on Unibet instead of splitting it between different brands.

The brand was given an additional boost recently when it was announced it was sponsoring the Premier League Darts from 2018.

Full migration in the works

Following the announcement, the company will be migrating all the players from Stan James over to Unibet platform in the coming months.

Players will be able to continue their gambling and betting activities on the new platform.

In this process, Kindred Group will also take over all Stan James sponsorships and partnership deals. The company has been very clear about its goals in the UK market, and the expansion through Stan James and 32Red acquisitions was done with this purpose in mind.

Kindred is particularly interested in the horse racing market and the betting aspect especially interesting to UK punters.

With that in mind, they will also take over some of the biggest Stan James racing sponsorship deals, including The Champion Hurdle taking place at Cheltenham Festival 2018.

According to Henrik Tjärnström, CEO of Kindred, UK punters have a special cultural connection to horse racing and, since the UK is their most important market, the company feels necessary to continue landing their support to biggest racing events in the UK and Ireland.

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