Unibet is a part of Kindred Group–an online gambling operator which consists of 11 brands along with Maria Casino, Stan James, www.vladcazino.ro, 32Red, and iGame.

It later became Unibet Group PLC, Pontus Lesse was appointed as the new CEO and the company were granted their first international gambling license in Malta.

[6] Unibet sponsors a wide range of major sports teams and events, including partnerships with Middlesbrough FC, Philadelphia Eagles,[7] Pittsburgh Steelers, Glasgow Rangers, Club Brugge, FC Copenhagen, Sydney Roosters, AFC Ajax,[8] and five-time World Chess Champion Magnus Carlsen.

[10] On February 16, 2022, the Danish Gambling Authority (DGA) ordered Unibet (Denmark) Limited to update its risk assessment policies.

At the same time, Norwegian regulator Lottstift warned Trannel International Ltd, a wholly owned subsidiary of Kindred Group, that it would sanction the operator with financial penalties of NOK 1.2 million (€120,000) daily if it did not stop its illegal gambling activity in Norway.