Poll results: Kindred right to give Stan James the boot
70% of EGR readers back Kindred’s decision to bin Stan James in favour of Unibet
A resounding 70% of EGR readers think that Kindred is right to shelve the Stan James brand in favour of making Unibet its main UK sportsbook.
Stan James’ customers will be migrated over to the firm’s flagship Unibet site in the coming months.
The brand’s UK sports sponsorships, particularly in horseracing, will also be switched over.
And the overwhelming majority of poll voters have backed the decision, with just 30% suggesting the Stan James brand should have remained at the forefront of Kindred’s business in the UK.
Kindred chief Henrik Tjärnström told The Racing Post: “The brutal facts were saying that from a global perspective, we were large in the small markets but relatively small in the really large markets, like the UK.”
His comments suggest that Kindred can benefit by throwing its marketing spend behind one UK-facing brand, rather than splitting it between two firms.
The announcement caused a stir in the industry, with Superbet director and former Sun Bets chief Jamie Hart saying on Twitter: “It is the end of an era for the company that invented 24/7 service and in-play betting. With more belief they should have been where bet365 are now.”