Case Study

Kindred Group

Casino table with hand holding smartphone with roulette on screen
10 K

downloads in the last 12 months


total users

5 K

logins in the last 12 months



Kindred Group is one of world’s leading online gambling operators and includes numerous global brands, but they lacked a centralized repository for marketing and brand content.


With content stored across individual computers and various office networks, locating specific files was time-consuming — if not impossible!

Our Solution

Acquia DAM (Widen), including the Assets, Insights, Portals, and Workflow applications.


With Acquia DAM, Kindred is able to align their digital content across brands and provide players with exceptional gambling experiences.

The Client

Kindred Group is an international organization with 11 brands across 16 markets, 1,700 employees, and over a dozen partner agencies.

Collage of three images of Kindred lobby, gambling table and function room

The Situation

Kindred lacked a centralized repository for their marketing and brand content. Files were stored across individual computers and office networks, making it time-consuming — if not impossible — to locate specific files. 

The Challenge

The Kindred marketing department was bogged down with image requests that often took days to complete. And because teams resorted to using outdated assets, their brand consistency was suffering.

The Solution

They knew they needed a robust digital asset management (DAM) solution to provide secure and easy access to content. Michael Fisher, Kindred’s Senior Brand Executive, shared, “[Acquia’s] agility best solved Kindred’s challenges.”

Easy access from anywhere

Acquia’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 across their vast business ecosystem. 

An implementation partner

Acquia’s implementation services helped Kindred ensure a smooth and efficient software launch. Through a combination of in-person and remote workshops, implementation happened on time and within budget, reinforcing Kindred’s decision to select Acquia as their DAM partner. “Implementing [Acquia DAM] 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.

The Results

Efficiency delivers ROI

Acquia DAM has helped Kindred achieve workflow efficiencies across teams. Instead of waiting hours or days for an image request, teams now access the content they need within minutes. Additionally, the marketing team uses Portals 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 from Insights, the Kindred team now has a clear understanding of how their assets are being used.

Brand consistency

With Acquia DAM, 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. 

Prepared for the future

Kindred is embracing the full benefits of an enterprise DAM system. They're currently implementing Workflow to facilitate effective collaboration across teams and reduce content silos. These review and approval tools will give visibility to project milestones and deadlines, keep stakeholders aware, and provide opportunities for continuous operational improvement.

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