Stockholm-listed Kindred Group has brought down the curtain on the Stan James Online brand following completion of player migration to the Unibet platform.
The Gibraltar-based operator was acquired by Kindred in September 2015 for £19m, with Unibet powering the StanJames.com site for the past 18 months.
The operator said the move will provide players an improved experience in sportsbook, casino, bingo and poker.
“Unibet are pioneers of the online betting industry and, together with StanJames.com, bring you over 35 years of sports heritage and a global brand that includes over 12 million players worldwide,” the operator said in a statement to players. “Our joint expertise will deliver a constantly improving online experience and high quality customer service.”
All player funds with StanJames.com are now available through Unibet accounts, as are pending bets which will be honoured.
Its bring an end to the Stan James Online brand, one of the first UK bookmakers to move offshore to Gibraltar and establish an online arm.
It was acquired as part of Kindred’s strategy to increase its market share in the regulated UK market, which was followed up by a deal for online casino operator 32Red last year.
Shares in Kindred Group plc (STO:KIND) opened in Stockholm Wednesday morning at SEK135.20 per share, just off their 52-week high of SEK139.00 per share set on February 14th.