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Kindred obtains an online gambling license to return to the Dutch market

Posted on: June 8, 2022, 8:44 a.m.

Last update: June 8, 2022, 8:53 a.m.

Kindred is ready to resume play in the Netherlands. As the country’s online gambling industry continues to grow, the operator has secured a license that will allow it to return after last year’s release.

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Kindred Group logo in 3D in one of its offices. The global gaming company is ready to return to the Dutch market. (Image: Kindred Group)

Kindred will be able to offer online gambling and betting services to players in the country’s regulated markets. The company said in an announcement that the license takes effect today.

The operator added that issuing the license follows a lengthy application process, which included carrying out all relevant audits. He also announced that his Unibet brand will be launched in the Dutch market in the coming days.

Kindred welcomes Dutch players again

Kindred was active in the Netherlands before the country opened its online gambling market. It temporarily suspended its operations in the country after this launch while it sought clarification from Kansspelautoriteit (KSA), the gambling regulator and Dutch authorities about its license application. The release preceded a decision by KSA to permanently block unlicensed platforms.

Kindred said shortly after that he would continue to block Dutch players indefinitely until he received a licence. When the two-year blackout period ended a few months ago, the operator was one of many considering entering the legal market.

Kindred said at the time that it expected the move to cost the company £12 million ($15 million) per month in earnings before interest, tax, depreciation and amortization (EBITDA) before any measures of mitigation.

Henrik Tjarnstrom, Managing Director of Kindred, said the Dutch market is important. He added that Kindred had “advocated for local licensing systems” for 10 years and wanted to “contribute to a fair and sustainable gaming market”.

Hot on the heels of the planned launch, Kindred will host a Capital Markets Day in September in London. The meeting will provide advice on the company’s long-term strategic plans, as well as more details on its launch in the Netherlands.

KSA cracks down on gaming industry

New regulations are coming to the Dutch online gambling market, just like in many other markets. Because the regulated market is relatively new, KSA monitors everything very closely to make sure it works well.

Not all websites follow all advertising rules, the regulator noted, forcing it to act. As a result, the regulator sent a letter to more than 50 affiliate websites regarding gambling advertising rules. Websites that continue to ignore the rules face a number of penalties, including fines and suspensions.

The use of affiliates by operations for their advertisements is a common practice in the industry. An affiliate website places links, banners or other advertising materials to other parties in exchange for a commission. However, gambling advertising is restricted to legal providers, according to KSA.

The letter draws affiliates’ attention to the fact that they can only advertise gambling companies that are licensed in the Netherlands. In addition, affiliate websites may – for legal gambling providers – only advertise if they comply with the advertising rules. For example, by not targeting minors and young adults up to the age of 24, and specifying on behalf of which gaming company it placed the advertisement.