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Kindred Group Manages and Shares Valuable Brand Content With Confidence

Kindred Group is one of the largest online gaming companies in the world. Comprising numerous global brands, they strive to offer their 25 million customers unforgettable entertainment. With the Widen Collective® they are able to align their digital content across brands and provide players with exceptional gaming experiences.

Products used

img_icon-01 Assets

Catalog, control, and distribute rich media assets from a central source of truth.

Insights Insights

Track and measure assets and build site performance dashboards.

Portals Portals

Curate collections of assets and create personalized brand experiences

Workflow Workflow

Streamline collaboration, reviews, and approvals with online proofing


Kindred is an international organization with 11 brands across 16 markets, 1,700 employees, and over a dozen partner agencies. Before they implemented the Collective, assets were stored in many locations — including individual computers and various office networks. Locating specific files was time-consuming, if not impossible! Their marketing department was bogged down with image requests that often took days to complete. Without a central location to organize and share content, not only were they struggling with workflow inefficiencies but their brand consistency was suffering.

They knew they needed a robust DAM solution — not just an asset library — to enable secure sharing of valuable content and promote cohesive brand messaging. “Widen’s agility best solved Kindred’s challenges,” said Michael Fisher, Senior Brand Executive at Kindred Group. 


Single source of truth 
Ensure brand consistency across multiple brands, markets, and agencies.

Improved efficiencies 
Streamline content production processes and reduce the need to recreate assets.

Provide access to the entire content portfolio across the company and permissioned, restricted access for agency partners.

Leverage the Widen Collective across the organization and ecosystem for maximum brand accuracy.


Easy access from anywhere
Widen’s cloud-based platform allows users across Kindred’s offices to access content anytime, anywhere, and from any device. And single sign-on (SSO) helps ensure this access is secure throughout their vast and remote business ecosystem. 

An implementation partner
Kindred decided to leverage Widen’s implementation services to ensure a smooth and efficient software implementation. Through a combination of in-person and remote workshops, implementation happened on time and within budget, reinforcing Kindred’s decision to select Widen as their DAM partner. “Implementing Widen into a business is one of the easiest things you can do simply because of the service that’s provided. I’ve never had an implementation as smooth as this — business continuity was real!” shared Michael.

“Implementing Widen into a business is one of the easiest things you can do simply because of the service that’s provided. I’ve never had an implementation as smooth as this - business continuity was real!”

Michael Fisher,
Senior Brand Executive,
Kindred Group


Efficiency delivers ROI
The Collective has helped Kindred achieve workflow efficiencies across teams. Emails with image requests have been significantly reduced, as self-serve access allows users to access the content they need in the Collective within minutes. They use the Portals app to give their partner agencies controlled access to specific assets, allowing them to work independently while adhering to brand guidelines. And with data on content downloads and user engagement, the Kindred team now has a clear understanding of how their assets are being used.

Brand consistency
With the Collective, Kindred has a complete view of their available content. Ensuring users are only able to download approved assets supports cohesive messaging across customer touchpoints, for each and every brand. And they are able to extend the value of their assets through strategic repurposing and reuse. 

Looking to the future
Kindred is embracing the full benefits of an enterprise DAM system. They're currently implementing the Widen Workflow app to facilitate effective collaboration across teams and reduce content silos. These reviewing and approval tools will help give visibility to project milestones and deadlines, keeping stakeholders aware and engaged.