Kindred Group has taken its business ties with Relax Gaming to another level. The two groups have reached out a deal that will see the operator’s customers gain access to a collection of avatars from the content supplier.

Kindred Group to Offer Relax Avatars

The Deal: Kindred Group used Monday’s press release to announce the agreement with Relax Gaming, which will now provide the online gaming operator products beyond its roster of online real money games. 

The Product: The expanded deal allows players of Kindred Group-owned casino brands to enjoy exclusive use of avatars developed by Relax. The supplier has built a reputation for producing high-quality online casino content and products that enhance the gaming experience. 

The groups are also proud that their latest collaboration has paved the way to create LGBTQ+ avatars – a first in the gaming industry.  

The Objective: Kindred brought up the idea of introducing LGBTQ+ avatars along with the celebration of Pride Month after several network meetings. The group’s drive towards becoming a pioneer of introducing concepts that supports the LGBTQ community aligns well with the company’s corporate value, goals, and objectives.  

Already maintaining a strong business relationship with Kindred Group, Relax Gaming came in to support their business partner’s latest advocacy. 

This leads to the creation of designs like HexaBingo/HexaPro avatars, which promote the diversity and social integration of LGBTQ+ individuals. 

Kindred Group intends to offer LGBTQ+ avatars along with current avatar options, giving alternative option for its players to assume their preferred identity online.

Executive Insights:

Gavin Hayward, chief human resources officer of the Kindred Group, said:

“The accumulative impact over time of these adjustments and inclusion is important for minority-identifying individuals and I am glad that we, as a company, can be a part of that.”

“Internally it means Kindred employees can be proud to work for a diverse and inclusive company, whatever their gender or sexual identity. 

“This is not a tick-box exercise for Kindred, this is aligned with our corporate values and our broader diversity, equity, and inclusion strategy. It might be seen as a small thing for many but we know it brings reassurance that most LGBTQ+ people don’t often see.”

Katharine Arnsby, poker and bingo team lead and a member of Kindred’s LGBTQ+ Network, stated:

“It’s amazing to work for a company that is open to suggestions like this. It’s a big world, and there are a lot of different people out there.”

“I have been part of the LGBTQ+ community for many years, and I’m thrilled to see these acknowledgments of inclusion from the mainstream. 

“The difference is vast from when I started in this industry 20 years ago, and it’s thanks to individuals and companies like Kindred driving change.”