Henrik Tjärnström is the former Kindred Group CEO who steered Unibet’s parent company between 2010 and 2023. On his watch, Unibet opened in five US states before he quit in May 2023, while Kindred weighed a sale. These days, he holds a board seat at Swedish video game company Coffee Stain.
Who Is Henrik Tjärnström?
Henrik Tjärnström (often spelled Henrik Tjarnstrom) is a Swedish business leader who came up through finance. For 13 years, he ran Kindred Group, the owner of Unibet, 32Red, and seven other gambling brands. Those brands covered sports betting, casino games, poker, and bingo.
An engineer by training, the 1970-born Tjärnström holds a master’s in industrial engineering from Linköping. He then spent eight years funding infrastructure projects at Skanska, leaving as a senior financial manager.
Henrik Tjärnström’s Career at Kindred Group
Henrik Tjärnström’s link with the company lasted two decades, and it began with an outside board seat in 2003. Five years later, Unibet hired him to run its finances. He held the finance chief role and the deputy CEO title together from April 2008.
When Petter Nylander stepped aside, the board handed Tjärnström the top job on July 20, 2010. In 2014, Unibet split off Kambi, the in-house team that built its sportsbook software. As a result, Kambi became a B2B supplier, meaning it sells betting software to other operators.
Kindred also added UK online casino brand 32Red in 2017 and game studio Relax Gaming in 2021. Owning a studio meant Kindred could shape more of the games on its real money online casino sites.
In addition, Kindred tracked the share of revenue it earned from players showing signs of harm. That figure stood at 3.3% at the end of 2022. US players can use similar deposit limits and time-out tools at licensed operators.
| Year | Milestone |
| 2003 | Takes an outside seat on Unibet’s board |
| 2008 | Moves into management as finance chief and deputy CEO |
| 2010 | Steps up to lead the company on July 20 |
| 2014 | Kambi becomes its own company |
| 2016 | The group drops the Unibet name for Kindred |
| 2019 | Unibet goes live in New Jersey and Pennsylvania |
| 2021 | Kindred buys game studio Relax Gaming |
| 2023 | Quits as CEO on May 17 |
How Tjärnström Took Unibet Into the US
Henrik Tjärnström called the US a long-term play once the 2018 Supreme Court sports betting ruling opened the door. That same year, Kindred teamed up with Hard Rock Atlantic City to get licensed in New Jersey.
In mid-2019, Unibet’s casino app opened to players in New Jersey’s regulated gambling market. Sports betting followed about three months later, in September. By late 2021, Unibet covered five states.
| State | Online Sportsbook Launch | Partner |
| New Jersey | September 10, 2019 | Hard Rock Atlantic City |
| Pennsylvania | November 11, 2019 | Mohegan Sun Pocono |
| Indiana | July 30, 2020 | Caesars (Horseshoe Hammond) |
| Virginia | April 28, 2021 | Own Virginia license |
| Arizona | September 9, 2021 | Quechan Tribe of Fort Yuma |
However, the US stayed a small part of the business. In the last three months of 2022, North American players supplied just 1.4% of Kindred’s revenue.
Why Henrik Tjärnström Resigned as CEO in 2023
Henrik Tjärnström handed in his notice on May 17, 2023, and left the same day. The board moved commercial head Nils Andén into the CEO seat on a temporary basis.
Only days earlier, finance chief Johan Wilsby had announced his own departure. Kindred had also opened a review in April that put a possible sale on the table. Activist fund Corvex, which held about 15% of the shares, had pushed for that path.
Kindred’s statement offered no explanation for the move. However, chairman Evert Carlsson soon admitted that Tjärnström and the board did not agree on how to handle the review. Founder Anders Ström went further, saying the idea of selling did not suit Tjärnström.
What Happened to Kindred After Tjärnström Left
Kindred changed fast in the 18 months after his exit. By late November 2023, it had chosen to leave North America. Its US apps went dark by mid-2024.
French lottery operator FDJ then bought Kindred, closing the deal in October 2024. FDJ chief executive Stéphane Pallez said the US exit made the deal easier to pursue.
| Factor | Under Tjärnström (2010–2023) | After Tjärnström (2023–2024) |
| CEO | Henrik Tjärnström | Nils Andén |
| US presence | Live in five states | Fully exited by mid-2024 |
| Ownership | Listed on Nasdaq Stockholm | Owned by FDJ from October 2024 |
For US bettors, Unibet’s apps no longer accept wagers in any state. Instead, you can compare licensed US sportsbook apps that operate where you live.
What Henrik Tjärnström Is Doing Now
Henrik Tjärnström now sits on boards and invests instead of running an operator. In 2024, he took a board seat at Creaspac, a Swedish listed acquisition company, and backed football analytics firm PlaymakerAI.
Then, in 2025, he joined the board of Coffee Stain, a video game company spun out of Sweden’s Embracer Group. None of his public roles involves running a gambling company.
The Bottom Line
Henrik Tjärnström grew Unibet into a nine-brand group and led its first steps into the US. That US push stalled, though, and Kindred left the market a year after he did. For his next move, watch his board seats in tech and gaming.
Frequently Asked Questions
How long was Henrik Tjärnström CEO of Kindred Group?
Tjärnström led Kindred for close to 13 years, from July 2010 until May 2023. Before that, he spent about two years running its finances and five years as an outside board member. Altogether, his time with the business stretched from 2003 to his exit 20 years later.
Who replaced Henrik Tjärnström at Kindred?
Nils Andén took over, first on a temporary basis in May 2023 and then permanently in early 2024. Andén had rejoined in 2020 to run the commercial side, after earlier years running its poker business. He went on to steer Kindred through its US exit and its sale to FDJ.
Who owns Kindred Group now?
French gaming group FDJ United owns Kindred. Under its old name, FDJ, it closed the purchase in October 2024 once more than 90% of shareholders had accepted. The group became FDJ United in March 2025, and Unibet and 32Red still run in regulated European markets.
Is Unibet still available in the US?
No, Unibet’s US sportsbook and online casino had both shut down by the end of June 2024. Bettors in New Jersey, Pennsylvania, Indiana, Virginia, and Arizona had to move to other operators. Our state-by-state US gambling guide shows which legal options now operate in each state.
Why did Kindred leave the US market?
Kindred decided it was too small to keep up in the US. Catching the biggest sportsbooks would have taken more money than the business could justify. Leaving the US and cutting over 300 jobs was expected to save about £40 million (about $50 million) a year.
