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Kindred’s Unibet debuts in US market with New Jersey launch


Kindred Group has launched its Unibet brand New Jersey through a partnership with the Hard Rock Hotel & Casino Atlantic City, marking its debut in the regulated US market.

 Unibet will offer a selection of casino games to consumers under a Casino Service Industry Enterprise Licence secured in 2018, operating under Hard Rock’s igaming license.

 The offering is powered by SG Digital’s Open Platform System player account management platform, with content provided by the supplier’s Open Gaming System game aggregation technology, following a supply deal agreed by Kindred last August.

Kindred aims to add an online sports betting service to the Unibet offering in the near future, with technology provided by long-term partner – and former subsidiary – Kambi.

“We have been preparing for this first and important step very thoroughly for a long time and we are excited to take another step into what will most likely become the largest betting market in the world,” Kindred’s senior vice president US, Manuel Stan, said.

 Stan said that Kindred’s next move in the US will likely be the launch of a Unibet-branded sportsbook in Pennsylvania via a strategic partnership with tribal gaming operator Mohegan Sun Pocono. The venue was approved for a sports wagering certificate by the Pennsylvania Gaming Control Board at a hearing last month.

“This announcement is the first one in a line of hopefully many more, since we believe in the importance of the US market,” Stan added.