Kindred Group has announced the launch of a new brand to add to its growing portfolio. This time, it’s an online offering tailored for the Romanian market called VladCazino. The brand has been fully developed in-house using Kindred’s own proprietary platform and is consistent with their overall strategy of focusing on key markets with locally targeted content. Kindred itself refers to this strategy as “hyper-local” branding.
VladCazino features vampire images, playing around with Romania’s long-standing Dracula association. The overall business strategy seems to be to create branding which appeals to local markets and aim to meet specific customer demands or interests in each of those markets, in order to achieve rapid uptake of its new brands and ultimately hope to retain customers and keep churn to a minimum through targeted advertisements, game creation and rapid adjustment to customer feedback. This makes good sense and looks to be a winning formula for the company.
This is not the first time Kindred has launched in Romania; Kindred already has a presence there with their Unibet brand. In fact, though, they have created a first within the country, as this is the first time any operator has put out a second brand through an existing license in Romania. This just goes to illustrate that the company has strong ambitions in Romania and is aiming to capture as much market share as it possibly can.
Kindred Group Chief Commercial Officer Ebba Ljungerud offered the following statement on the launch: “VladCazino is the result of an impressive team effort within the company, offering our Romanian customers a product and experience truly tailored to their needs. We are now really excited for VladCazino to get off to a great start, and, as with all of our brands, to provide the highest standards of customer experience, product offerings and player safety”.
Kindred Group is capitalizing on recent launches with this further expansion. They successfully launched two other offerings early on in 2017: the Storspelare brand in Sweden and the Storspiller brand in Norway. Kindred Group is a major operator internationally with operations across Europe as well as in Australia, and a total portfolio now of eleven brands. Across their brands they have approximately 20 million customers, and they employ around 1,400 people. We should certainly expect to see more brands launched across Europe in the near-term.
