Kindred Group, now part of FDJ UNITED, is a leading online gambling operator, offering online casino games, poker, bingo, and sports betting to players in multiple countries.
The challenge
Operating in a wide range of markets, Kindred needed a reliable language partner to support their global expansion with high-quality, multilingual content. They were looking for a content provider that could consistently deliver engaging, on-brand, SEO-optimized content, while taking cultural nuances in each region into account.
As they expanded globally, it became essential to produce content in multiple languages while maintaining a distinct tone of voice for each brand and market. Timeliness, quality, and cost-effectiveness were key criteria in selecting a language provider.
The partnership
Kindred began working with All-in Global in 2017. Since then, the collaboration has grown into a long-term relationship, with content requested on a near-weekly basis.
Content had been delivered in multiple languages, including English (UK, US, and Australian variants), Dutch, Flemish, Belgian French, Romanian, Swedish, Danish, Finnish, Norwegian, Hungarian, Polish, and Italian. This multilingual approach helps FDJ UNITED maintain a strong content presence in highly competitive iGaming markets and connect with local players for better acquisition and engagement.
The type of content delivered is just as diverse. It includes game descriptions for slots and live games, blog articles around major sports events like the World Cup and the Euros, betting-related news updates, SEO-optimized landing pages, and structural elements like footer copy for gambling sites.
Each brand within FDJ UNITED comes with a detailed style guide, including tone of voice, formatting, terminology, and do’s and don’ts. These guidelines are followed closely to ensure consistency across all markets and content types.
All-in Global’s team, consisting of the Head of Content and 5–6 native-speaking writers with expertise in iGaming and sports betting, handles the content creation. Each writer produces around 1,000 words per business day. Occasionally, when urgent requests come in, content is delivered faster without compromising on quality. Writers create content with a focus on cultural nuances, SEO strategy, and client preferences, so the final copy feels local and relevant to the target audience in every market.
Results
FDJ UNITED’s SEO and content performance have remained strong over the years. The client notes that content plays a key role in helping them stay visible and competitive:
What the client says
Looking to scale your iGaming business and acquire new players? Reach out to us at [email protected] or fill out the form here. With native-speaking linguists in 100+ languages, we deliver high-quality translation and content writing services tailored for iGaming and sports betting. Fast turnarounds. Proven expertise. Satisfaction guaranteed.
Let’s help you go global.
