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Kindred Group, through its Unibet brand, is running a global campaign to challenge gender bias. The campaign #queenrules will launch on International Women’s Day on Thursday, March 8.

In tandem with creative agency FCB Inferno, Unibet will launch the #queenrules campaign with the aim of starting conversations around gender bias and gender equality.

The campaign will launch on IWD with live events and tournaments using #queenrules – where the queen outranks the king in a deck of cards – in London, Stockholm and Malta. with more venues to be announced.

At the events, limited-edition playing cards will be used, featuring illustrations created by 16 female illustrators from Merchandise – such as t-shirts, artwork and playing cards containing the illustrations – will be available to buy via with all proceeds from the events and merchandise donated to HeforShe, a campaign created by UN Women to provide a platform for a global audience to engage and become change agents for the achievement of gender equality.

On the same day, Kindred takes part at Women In Tech Stockholm as a founding partner, an industry collaboration that serves as a platform to inspire and enlighten women already working in the technology industry and women who wish to work in the sector.

Nataly Sopacuaperu, head of events at Kindred Group, said: “We are proud to be involved in the #queenrules project.

“It is a fantastic idea that highlights where in society we have gender bias. As a company, our ambition is to make all of our players and employees feel understood, and challenging these kinds of stereotypes is one way to do this.”