The Kindred Group, the Unibet operator, has really officially closed its operations in Poland, marking a significant shift in its global strategy following its takeover by French gaming group La Française des Jeux (FDJ).
Kindred Group, the renowned operator of Unibet, has officially completed its exit from the Polish gambling market. The exit is really not merely an operational switch—it’s a strategic shift in line with the policies and ethos of the new parent company, La Française des Jeux (FDJ), which acquired Kindred in 2024.
It wasn't an abrupt exit. In October 2024, Kindred quietly phased out its online betting, poker and bingo operations in Poland. It was the beginning of the phased withdrawal, which ended in the complete cessation of sports betting operations in late November.
This planned exclusion aligns with FDJ’s strategy of operating only in locally regulated markets. French gambling conglomerate FDJ has already stated that it will not support businesses where regulatory risk and potential non-compliance are in question. Poland, as a country with notoriously rigid gambling laws and tight control over foreign operators, was an obvious one to exclude from Kindred’s strategy.
Regulatory Challenges and Legal Pressure
Kindred's operations in Poland have really also historically faced controversy. The company continued to operate for years without a Polish license, which drew criticism from industry lobbyists and government regulatory authorities. Spearheading the criticism was Graj Legalnie, who was specifically pushing for legal and licensed gambling in Poland.
The tour operators accused Kindred of eroding the local market and not paying taxes to the State Treasury—serious allegations that heated the situation for foreign operators generally. They contended that players operating from overseas provided an uneven playing field for companies operating within the legal process of obtaining a license in Poland.
Adding to the problems was the fact that Kindred was in direct legal contention with STS, Poland's largest licensed bookmaker. STS complained that Unibet was operating illegally against Polish customers, neither paying its dues to the public treasury nor adhering to advertising regulations.
The Role of Free Spins No Deposit in Poland
The appeal of deals such as free spins no deposit in Poland cannot really be overestimated. Offshore operators have extensively used these promotional tools to entice new customers, especially in markets where there is no well-established range of authorized alternatives to compete with.
Yet this promotion, appealing as it is to players, is in a legal gray area. Such promotions in regulated markets tend to be closely controlled to prevent gambling from becoming unfair and irresponsible. Poland's strict gambling advertising legislation made it challenging to sustain such promotions legally and Kindred's continued application contributed to regulatory issues.
Eventually, the dependence on such promotions as free spins in an unauthorized setting might have fueled the assumption that Kindred was operating in contravention of local legislation, fueling the flames as legal authorities and competitors alike piled pressure on.
User Impact and Transition Strategy
The transition was brought about smoothly for the Polish players who were using Unibet, considering the circumstances. The announcement was made in advance by the company, so nobody was caught off guard.
All sports bets in active play were paid out and settled as of November 25, 2024. The outstanding open bets were voided by Unibet's terms and conditions. Players were then allowed to withdraw their money up to December 30, after which their accounts would be closed permanently.
Customer support channels were kept open throughout the process to assist with closings, fund transfers and other outstanding issues. It was a clean, orderly exit—something not always observed in cases where lenders leave markets in regulatory distress.
Industry Responses and the Broader Picture
Kindred's exodus from Poland did not occur in isolation. Industry players view this as the continuation of a larger trend of realignment among the major European gaming operators. As the regulatory regimes change and enforcement gets stricter, especially in markets such as Poland, the demand for risk in "grey markets" is declining.
To many, Poland's aggressive approach to operators in the offshore is a sign of things to come, one that will affect decision-making across the board in the region. The financial penalties are steep, but the reputational cost of being branded an unlicensed actor can prove even more expensive in the long term.
Kindred's actions can create a precedent. Other operators that are currently evading Polish regulations—some of which are undecided about obtaining local licenses—may also do so and leave before they are compelled to do so.
The New Roadmap
Now that Poland is in the spotlight, Kindred Group will double down on its emphasis in those markets where it is possible to operate legally and openly. Under the leadership of FDJ, the objective is straightforward: seek stability, compliance and long-term expansion in regulated markets.
The firm retains licenses in the markets of Sweden, the United Kingdom and certain U.S. states, jurisdictions where legal regimes are more established and there is less uncertainty regarding promotional activities and taxation. By focusing its activity in these markets, Kindred hopes to reinforce shareholder trust and adhere more closely to shifting industry standards.
The tale of Kindred in Poland might have ended, but its strategic ramifications are only starting to ripple through the European gaming industry. It marks another watershed moment in the ongoing development of global gambling regulation and its implications for customers, regulators and competitors alike.