Kindred Group Founds All-In Diversity Project

Gender equality

Unibet parent Kindred Group joins the All-In Diversity Project as a founding partner, supporting and promoting an industry-wide push towards gender equality and inclusion.

Kindred Group Plc has announced its role as a founding partner of the All-In Diversity Project, a gambling-industry initiative designed to promote gender-based diversity, equality, and inclusion both in the industry and beyond through a range of upcoming projects and initiatives.

The All-In Diversity Project is the latest in a series of gender-equality initiatives promoted by Kindred, the parent company of Unibet and other brands. The project is designed to measure and benchmark equality and diversity, with the goal of becoming the industry’s global resource for data pertaining to diversity and inclusion.

“It’s time to understand where we are as an industry, where we want to go and decide how to get there,” the project’s home proclaims, adding, “We believe that we can’t fix what we can’t measure.” The project’s plans include the ongoing collection of data via employee surveys and building what it calls the “All-Index” – a reference tool for the industry to measure its progress on diversity and equality issues.

As the initiative progresses, the All-Index effort will include an annual progress report and offer recommendations in areas such as corporate governance, internal policies, recruitment practices, equal pay, employment legislation, unconscious bias, and marketing. The All-In Diversity Project plans to grade companies on a “simple scale” and publish the results on an annual basis.

Further corporate participation sought

The All-In Diversity Project will actively seek wide corporate participation and has offered a bullet-point list of how companies can benefit from taking part:

  • Demonstrate a commitment to your staff, shareholders, and customers.
  • Assess your organization’s achievements and progress on diversity and inclusion.
  • Use the Index as a framework for improving the experiences of your staff, and to plan work across other diversity strands
  • Compare your performance with organizations in your region and sector
  • Receive in-depth consultative feedback on your submission as needed

In addition to Unibet, several other gambling-industry firms are already on board. Current project partners include Gaming Innovation Group (Gig), IGT, PaddyPower Betfair, Eventus International, Caesars Entertainment, Clarion Gaming, Odgers Berndtson, Bird & Bird, Bookee, Oxford Brookes University, and

Boosting Kindred’s diversity efforts

Kindred Group is pitching its participation in the All-In Diversity Project as just one element in a broader diversity-and-equality effort that also includes consumer-oriented initiatives. Less than a month ago, the company launched its #queenrules campaign via its prominent Unibet brand.

This interesting equality-themed project ( came about when a five-year-old girl asked a Unibet exec “Why are kings better than queens?” Stumped for an answer, Unibet decided to create special #queenrules card games where queens do indeed outrank kings. The effort, organized to coincide with 2018’s International Women’s Day (March 8), also helped raise funds for that project’s official partner, HeForShe, a United Nations Women initiative for gender equality through solidarity.

Kindred Group was launched in 1997 in Sweden as Unibet, though the company recently moved its corporate headquarters to Malta. Besides the all-product Unibet brand, Kindred Group’s other offerings include 32Red,, Bohemia Casino, Casinohuone, iGame, Kolikkopelit, Maria Casino, Roxy Palace, Storspiller, and Vlad Casino.

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