Case Study · Entertainment · iGaming
Two of Kindred Group's biggest brands, one of the most tightly regulated industries there is. We made content that performs without ever crossing a line.
Few industries are as restricted as online gaming. Every post, every word and every image has to clear strict advertising rules and responsible-gambling standards — what you can show, who you can target, and how you can say it are all tightly defined.
Kindred needed content for Maria Casino and Unibet that still felt alive and engaging within those guardrails — two distinct brand voices, kept consistent and compliant, without slipping into the flat, templated look most regulated content falls back on.
Four workstreams, run in parallel across both brands — built to engage audiences while staying firmly inside the rules.
Content
We produced video and content that leaned on entertainment, atmosphere and brand character rather than odds or wins — keeping the feed lively and on-brand while staying clear of anything that pushes the gambling itself. Every asset cleared compliance before it ever went live.
Two brands
Maria Casino and Unibet speak to different audiences with different tones. We built and maintained a distinct visual and verbal identity for each, so both felt unmistakably themselves while holding the same bar for quality and consistency.
Influencer
We worked with creators carefully — matching each to the right brand, briefing them on the rules, and shaping collaborations that drove reach and affinity without ever stepping outside responsible-marketing guidelines.
Campaigns
We designed campaigns and social moments built around culture, timing and entertainment — giving each brand reasons to show up in the feed that felt genuinely worth engaging with, not just another promotion.
The hard part
The real craft wasn't making good-looking content — it was making good-looking content that survives legal review. We built a workflow where compliance was part of the creative process, not a gate at the end of it: brand-safe by design, responsible by default, and still genuinely engaging. Proof that constraints and quality aren't opposites.
The results