Kindred opens a high roller casino for Nordic markets

Kindred Group is a well-known company providing online gambling services and products. They are known for expanding through the acquisition if smaller successful companies, such as it did with 32Red Plc. In February for £175.6 million. Now, they are targeting the Nordic market, which has been largely untapped with the launch of


The brand will be an online platform providing all of the services that Kindred offers on its other platforms. These include popular casino games like roulette, blackjack, baccarat, etc. as well as online games. reports that will be available in Sweden and Norway, which are two of the Nordic countries known for gambling.

What’s different about this platform will be the target audience, with Kindred targeting high value gamblers. This group of clients have been defined as those gamblers who spend £200 or more in a month. Compared to the average size of bets wagered by Nordic players, this platform will indeed be for bigger spenders.

According to the company’s officials, the strategy to target bigger spenders was a response to their particular needs and expectations. To meet these expectations, the platform will have some unique features compared to the default platforms.

Features of

The first step would involve the signing up process, which would involve mandatory ID checks. This is intended to identify the client and avoid any incidences of money laundering or other forms of financial crime. In Sweden, the BankID system already exists which banking and governmental agencies use to authenticate clients. Swedish clients will therefore be required to sign up through BankID. Unfortunately, BankID is not available in Norway, and the Norwegian clients will have to provide necessary bank and ID documentation to be approved.

Following the signing up process, clients will also need to conducts an affordability assessment, which is carried out through a 3rd party. This step is taken to determine the limits of an individual’s deposits and losses. Depending on the results from the affordability assessment, exclusion tools will be implemented which promote responsible gambling. These would include a surveillance system that monitor’s a gambler’s trends to avoid any problem gambling habits. This way, the system would also protect the gambler from exceeding comfortable levels of loss as determined by the affordability assessment.

Reviews of

The company officials touted the system as revolutionary since it helped to minimize problem gambling and accommodated the user’s demands. However, it has only been a few months since its launch, and we’re yet to determine how well the service has been received by the intended clients.

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