The partnership will give the Kindred Group subsidiary access to 400 data points, thereby enhancing its segmentation model beyond the standard integration. 

Jean-Luc Ferriere, CCO of Fast Track, commented: “We see any new integration as a collaboration between us and our new partner. Working with 32Red has been a great example of how that strong sense of partnership can benefit everyone involved. 

“We have been really impressed by the creative-thinking that has shaped their implementation, and it has been fantastic to work with the 32Red team so far.”

Data from Fast Track’s CRM platform will be used to automate the display of relevant, dynamic content in 32Red’s campaigns, while also creating a personalised experience at scale.

Fast Track explained that the two companies worked together to build the bespoke platform, conducting a series of in-depth workshops – as well as ongoing discussion and ideation – to ensure that the 32Red team had the right foundation to implement the ‘next generation of player engagement’. 

“Fast Track’s flexibility has allowed us to build the platform we needed to execute on our vision for player engagement,” added Mike Kirwan, head of UK customer marketing at Kindred Group.

“We are looking forward to making use of all the capabilities and customisations we have worked on with the Fast Track team, as well as continuing to collaborate on new ideas and features.”

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Under the terms of the agreement, Spinomenal has offered a selection of titles to the Kindred-owned operator, increasing the visibility of its in-house content in the UK. 

The slot provider has leveraged its aggregation partnership with Light & Wonder to facilitate the integration, with the titles delivered via the latter’s OpenGaming platform. 

Adam Newnham, Commercial Operations Manager at Kindred Group, stated: “Our mission is to give 32Red players the very best casino experiences on the market and Spinomenal’s games portfolio will be a welcome addition to our offering.”

32Red’s player base will benefit from the collaboration by gaining access to Spinomenal slots such as Athena’s Glory, Poseidon’s Rising, Majestic King and Demi Gods 2.

Lior Shvartz, CEO for Spinomenal, added: “32Red has had long-term success in the UK market and we’re very happy to partner with such a prominent operator. We look forward to 32Red players enjoying our suite of titles.”

The deal adds to a busy period of online casino expansion for Kindred’s 32Red brand, having recently strengthened its lobby by gaining content from Peter & Sons. 

On that recent deal, Adam Newnham, Commercial Operations Manager at Kindred, said: “Peter & Sons is an extremely exciting studio who are not afraid to push the boundaries and experiment with strikingly original, even avant garde ideas. 

“The result is that each game is a work of art, and we can’t wait for our players to experience them at 32Red.”

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At the heart of the partnership is titles such as Barbarossa, and the soon-to-be released title Steamworks: The Workshop. 

Adam Newnham, Commercial Operations Manager at 32Red’s parent company Kindred Group, said: Peter & Sons is an extremely exciting studio who are not afraid to push the boundaries and experiment with strikingly original, even avant garde ideas. The result is that each game is a work of art, and we can’t wait for our players to experience them at 32Red.” 

The deal comes off the back of a global distribution partnership with casino supply giant Light & Wonder, announced earlier this month. 

Yann Bautista, Commercial Director & Founder at Peter & Sons, said: “32Red and its parent, the Kindred Group, are major tier one operators in key regulated markets, and so this deal is another major milestone in the Peter & Sons story. We’re looking forward to enhancing this partnership by providing groundbreaking content for years to come.” 

In a recent interview with CasinoBeats, Bautista also painted a positive outlook for the future of Peter & Sons and the group’s expansion opportunities.

He emphasised that “when it comes to global expansion, direct integration is always our preferred route, as it allows for greater control and customisation.

“However, direct integration can be a slow process and isn’t always feasible, especially in rapidly changing markets. 

“For this reason, partnerships with aggregators are often the best option for quick and efficient expansion, enabling us to reach a wider audience faster while maintaining compliance across multiple regions.”

He also detailed an insight into what the future pipeline could comprise for Peter & Sons in continuing to look back on the year that was, with segments beyond the traditional slots scene more than a possibility.

“Notable releases this year include the highly anticipated sequel Barbarossa Revenge and Muddy Waters, both of which have received very positive market responses,” he comments. 

“We’ve also expanded our offerings beyond traditional slots, venturing into new game types such as scratch cards and instant games to reach a broader audience.

“This year saw the launch of high-profile titles, while our upcoming releases are generating significant anticipation with their unique style and innovative mechanics.”

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Titles on display include 32Red’s collaboration with ITV game shows ‘Tipping Point’ and ‘I’m a Celeb’, as well as slots like Immortal Romance 2.

It also features thriving comedian Red Richardson, who becomes 32Red’s latest brand ambassador and according to the operator was brought on board to reinforce its identity and connect with a broader audience through “humour and creativity”.

Adam Gaskell, 32Red’s Head of UK Marketing, commented: “We’re thrilled to launch this new campaign featuring Red Richardson as our new brand ambassador.

“The energy and wit he brings are perfectly aligned with the 32Red brand, and we believe this campaign will set a new standard for how we engage with our customers.”

The new promotion was produced by Armoury Films and the media planning was handled by MI Media.

Rollo Hollins, Director at Armoury Films, emphasised that “pushing boundaries and creating something that resonates with 32Red’s audience on a deeper level” was at the heart of the objective for the operator’s ad campaign. 

The campaign will be launched across the UK and will be visible on a wide range of platforms, including TV, radio and digital channels. 

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According to the media group, Stockholm-traded Kindred has been exploring potential divestment options with Morgan Stanely, PJT Partners Inc and Canaccord Genuity Group. If accurate, the 32Red and Unibet operator could have a new owner sooner than expected.

The business news outlet further asserts that Kindred has approached fellow European firms Entain, Flutter Entertainment and Evolution, as well as US entertainment giant MGM Resorts International.

A potential merger or sale of Kindred has been on the agenda since the publication of the firm’s Q1 trading results in April 2023. The company stated at the time that it would evaluate options as it seeks alternative sources of revenue.

The announcement came around a month before the raft of departures from the operator’s senior leadership. Chief Financial Officer Johan Wilsby was the first to announce his exit from the group, planned for later this year.

The most significant move was the confirmation that CEO Henrik Tjärnström would step down after 14 years with Kindred, replaced by Nils Andén as interim CEO. Andén will now be responsible for coordinating any merger or sale negotiations and processes, as well as achieving the company’s 2023 targets.

Lastly, upon completion of an operational review, it was announced that Chief Marketing Officer Elen Barber and Chief Commercial Officer Anne-Jaap Snijders would step down in Autumn. Kindred stressed that this was unrelated to the departure of Tjärnström.

In the weeks since, Anders Ström – who founded Unibet Group, prior to its rebranding as Kindred – has argued that a merger or sale is the best course of action for Kindred, which he said is ‘too small to survive’.

It is unclear which areas of Kindred’s business the aforementioned prospective suitors would be interested in. Entain and Flutter have been no strangers to M&A in recent years, with the former having bought out the ikes of SuperSport and Sportsflare, among others, and the latter purchasing Sisal.

However, both have extensive betting and gaming holdings across various markets, including many where Kindred’s Unibet and 32Red are active, so it’s hard to say whether the FTSE100 firms would be interested in either brand.

Meanwhile, in the US, American firms purchasing established European bookmakers is also not an unusual phenomenon. Caesars Entertainment’s purchasing of William Hill in 2021 to strengthen its standing in the growing US online betting space is perhaps the best example of this.

As Kindred has launched its proprietary tech in New Jersey and secured a tribal casino sportsbook partnership in Washington, and MGM has previously expressed interest in purchasing European giant Entain, there could be potential here should Bloomberg’s reports prove accurate later this year.

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With this partnership, the Kindred brand 32Red will offer Wazdan’s full roster of igaming content on its online casino platform as the latter looks to enhance its European positioning.

Andrzej Hyla, Chief Commercial Officer at Wazdan, stated: “We’re extremely excited to be expanding our presence within the UK, especially with an online casino as acclaimed as 32Red.

“They’ve had consistent success in the market, operating to the highest standards and becoming one of the UK’s best-known gaming companies, so we’re delighted to be partnering with 32Red and delivering our quality portfolio of games.”

Wazdan has initially offered a batch of slot releases that includes 9 Coins, Burning Sun, Hot Slot: 777 Crown, Dwarfs Fortune and Hot Slot: Mystery Jackpot Joker.

In addition to this curated assortment of titles, the supplier has suggested that it expects to offer other titles in the near future, citing Power of Sun: Svarog, Sizzling Eggs and Hot Slot: 777 Rubies as potential integrations. 

Adam Newnham, Commercial Operations Manager at Kindred Group Plc, added: “We always aim to provide the best of the best for our players and Wazdan’s portfolio of games is sure to be a massive success on 32Red.

“We’re delighted to be bringing their range of engaging and diverse titles to our platform, and we look forward to delivering more Wazdan releases in the near future.”

This collaboration adds to a busy period of European expansion for the igaming supplier, as Wazdan recently formed an agreement with Bingoal to enhance its presence in the Dutch online casino space.  

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The group has cited remedial measures taken this far, an increased headcount in its UK compliance and risk management teams and ongoing journey towards zero as ongoing measures regarding this progress.

The latest sanction handed down by the regulator saw 32Red penalised $4.19m, while Unibet is to pay £2.93m. Each also received an official warning. 

Reflecting on the judgement, Kindred noted that it “accepts that certain systems and processes in place in 2020 and early 2021 were not in line with Commission expectations around affordability”.

In addition to welcoming an independent audit as an “important opportunity” to obtain maximum “reassurance that the business is on the right track,” the group also noted that it has moved to implement a number of improvements to reduce gambling harms. 

“While we accept the outcome, and the acknowledgment that we have already taken significant steps to strengthen our processes, we also recognise that we need to work even harder to ensure a safe and compliant business,” stated Henrik Tjärnström, CEO Kindred Group. 

“We appreciate the Commission’s clear recognition that our operations are in an improving position and that we remain fit to hold an operating licence. 

“Our commitment to reducing gambling harm across our platforms is a key part of our journey towards zero ambition – and we are redoubling our efforts to ensure we continue that progress.”

In addition, Kindred also referenced its journey towards zero ambitions, which are said to have delivered a 57 per cent reduction in the revenue derived from high risk players in the UK from Q1 2020 and Q4 2022.

Furthermore, over the last 90 days it is said that 87 per cent of the interventions made after a detection by internal monitoring systems resulted in healthier behaviour, with over 50 per cent of UK players now voluntarily using at least one responsible gambling tool. This, it was asserted, “is a strong foundation to continue building from”.

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This latest sanction handed down by the regulator, cited by the operator in its latest financial report from February, has seen 32 Red Limited, which runs the site of the same name, penalised $4.19m. Platinum Gaming will pay £2.93m in relation to Unibet faults. Each has also received an official warning. 

“These failures highlight clearly that both operators failed to interact with customers in a way which minimises the risk of them experiencing harms associated with gambling,” noted Kay Roberts, executive director of the Gambling Commission.

“Our investigations also showed that policies and procedures were overlooked, both around customer accounts and anti-money laundering practices.

“Ultimately, it is an example which all gambling operators should take notice of to ensure they protect customers at all times.”

Following a review, socially responsibility failings identified by 32Red include gambling session times that, the regulator noted, should have prompted an earlier ID of those that could have been experiencing harm. 

It is also said that interactions “were superficial and lacked depth and probing” and relied on customer assurances, with ineffective controls in place to identify and protect players. Regarding this latter point, it is added that one customer deposited £43,000 and lost £36,000 within seven days.

Elsewhere, Unibet was found to have ineffective policies and procedures to identify separate accounts held by the same individual, and did not identify and interact with customers that may have been experiencing harm.

Furthermore, it was also discovered that the brand’s policies, procedures and controls in relation to AML were not appropriate, as well as not being kept under review and revised to ensure ongoing effectiveness.

Regarding 32Red’s AML failings, the UKGC said that financial triggers were “too high and not appropriate,” while “inappropriate controls allowed significant levels of gambling to take place within a short space of time” without sufficient knowledge of a customer’s circumstances.

Measures regarding money laundering, terrorist financing and transfer of funds were found to not be thoroughly implemented, with an over reliance that funds coming through Financial Conduct Authority regulated firms mitigated/removed proceeds of crime risks also found.

In addition, failings with source of funds checks were also highlighted, while one customer account was not deposit blocked, in line with its own policy and procedures, after an information request deadline had expired. 

This, said the regulator, allowed the customer to continue depositing, gambling £16,280 in total and losing £8,321 for a further two weeks until their account was blocked.

This becomes the latest UKGC regulatory action issued this year, following 10bet’s £620,000 penalty package, Intouch Games being handed down a financial penalty of £6.1m, a third in four years; TonyBet being penalised £442,750 and Vivaro, trading as VBet, making payments in lieu of a penalty package of £337,631.

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Under the partnership, 32Red’s player base will gain access to a host of online casino content curated from partnered suppliers, in addition to slot releases from Bragg’s proprietary studios Atomic Slot Lab and Indigo Magic. 

Lara Falzon, President and Chief Operating Officer at Bragg, commented: “32Red is one of the top-rated online casino brands in the UK, so it’s great to see our content go live on its site. I’m sure its customers are going to thoroughly enjoy the titles we have to offer.

“The go-live announcement comes at a time of important growth here at Bragg with a number of new deals being announced in key European markets.”

The collaboration will be facilitated using Microgaming’s aggregation platform, allowing 32Red and its players to obtain slot titles such as Atomic Slot Lab’s Dreamy Genie and Indigo Magic’s Sea of Plenty. 

Adam Newnham, Commercial Operations Manager at 32Red, added: “We are excited to see Bragg’s comprehensive range of content being launched across our UK platform, providing access to a host of popular titles as part of our deal with Microgaming.”

“The 32Red brand is dedicated to providing the best possible experience for our customers, with the latest addition of games from Bragg’s RGS helping us do just that.”

While this deal sees Bragg turn its focus to the UK market, the group recently expanded its efforts in the US by securing an agreement with New Jersey-facing operator Resorts Digital Gaming.

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The partnership with the brand will see Play’n GO’s igaming offerings, such as its flagship Book of Dead series, along with other titles including MegaDon, Boat Bonanza and Shamrock Miner, become available to the UK-facing audience for the first time. 

Anna Mackney, Regional Director, UK, Play’n GO, explained: “Partnering with 32Red is yet another major coup for Play’n GO, as we join forces with one of the UK’s powerhouse gaming brands. 

“This is a strategic partnership between two forward-thinking and customer-focused businesses. We’ll be working together closely to make sure we deliver for players.”

Play’n GO has hailed the UK as a “key strategic market” for the firm, which is active in more than 25 regulated jurisdictions around the globe, and called the 32Red/Kindred deal an “important milestone” for the studio. 

The 32Red launch also builds upon a long relationship between Kindred Group and Play’n GO, who have been close partners for many years across multiple regulated markets.

Adam Newnham, Commercial Operations Manager, 32Red, added: “We’ve seen the success other Kindred Group brands have enjoyed with Play’n GO over the years, so it became a priority for us to bring these classic titles to our players in the UK. 

“With an exciting pipeline of content lined up for the coming months, we’re looking forward to providing more of the best of Play’n GO content to 32Red’s customers.”

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