The Kindred Group has further extended its partnership with Relax Gaming, which will deliver a series of avatars exclusively for customers of the online gambling group.

The collaboration, says Kindred, results in the design of industry-first LGBTQ+ avatars, and springs from an internal network idea to celebrate Pride Month.

“The accumulative impact over time of these adjustments and inclusion is important for minority-identifying individuals and I am glad that we, as a company, can be a part of that,” explained Gavin Hayward, chief human resources officer of the Kindred Group

“Internally it means Kindred employees can be proud to work for a diverse and inclusive company, whatever their gender or sexual identity. 

“This is not a tick-box exercise for Kindred, this is aligned with our corporate values and our broader diversity, equity and inclusion strategy. It might be seen as a small thing for many but we know it brings reassurance that most LGBTQ+ people don’t often see.”

The idea of designing the unique avatars was developed in Kindred’s LGBTQ+ Network meetings, with a design, like the exclusive HexaBingo/HexaPro avatars, developed following discussions with the content supplier and aggregator.

The LGBTQ+ avatars are intended to blend in with current avatar options, but provide an alternative option for customers to present themselves online.

“It’s amazing to work for a company that is open to suggestions like this. It’s a big world, and there are a lot of different people out there,” stated Katharine Arnsby, poker and bingo team lead and a member of Kindred’s LGBTQ+ Network

“I have been part of the LGBTQ+ community for many years, and I’m thrilled to see these acknowledgements of inclusion from the mainstream. 

“The difference is vast from when I started in this industry 20 years ago, and it’s thanks to individuals and companies like Kindred driving change.”