22 May 2025
A new identity, a new signature, a new purpose… the Group is reinventing itself, internationalizing and diversifying, but its commitments and convictions remain intact.
The new purpose of FDJ UNITED, approved at the Annual General Meeting on May 22, 2025, is in continuity with the company’s identity since its creation in 1933. It commits us, now and in the future, to a renewed collective vision.
“Inspire the future of safe and entertaining lottery, gaming and betting with positive impacts on society.
We provide safe, innovative and entertaining lottery, gaming and betting products to our customers, wherever we meet them, and fuel their dreams and emotions.
We continuously strive to prevent and reduce the risks and harmful consequences associated with our activities. Our goal is to be recognized as the benchmark operator in the lottery, gaming and betting industry by inspiring and promoting best practices. Responsibility is our constant focus.
We actively support good causes and local communities and remain faithful to our longstanding heritage and our model of redistribution. We go beyond by taking actions to positively contribute to society and the environment.
We commit with passion to build a future of sustainable growth with our stakeholders based on a playful and fair model for lottery, gaming and betting.”
After several acquisitions, including Premier Lotteries Ireland (PLI) in 2023 and Kindred in 2024, the Group has opened a new chapter in its history, one that is more digital, more diversified and more international. Imagining a common purpose has become essential to support this transformation. It is this purpose that guides our actions and commitments over the long term.
And who better to set this course than our employees and major external stakeholders? More than 2,000 people mobilized and participated in this collaborative process to define the mission that FDJ UNITED wishes to pursue in the service of society and the environment.
It is thanks to our stakeholders that this purpose comes to life today. In the months and years to come, in all the diversity of our businesses, in all the countries where we operate, I hope that it will guide our steps, our thoughts and our actions on a daily basis.
News
Faced with climate change and biodiversity loss, preserving ecosystems has become a major challenge. FDJ UNITED has made biodiversity one of the key pillars of its environmental strategy, with a clear ambition: to support concrete projects that restore and protect nature, while also helping raise public awareness.
FDJ UNITED’s facilities in London (Kindred London Limited) have renewed their ISO 14001:2015 certification, first obtained in 2023. Two other sites, in Stockholm (Kindred People AB) and Malta (Kindred Group), have also been certified. These three sites, which support the Group’s online betting and gaming operations, now have an internationally recognised Environmental Management System (EMS).
