One of Europe’s strongest gambling brands now has a presence in the United States of America and it’s made taking the lead in the expansion of gaming in the country pay off for the state of New Jersey.
A little more than a year after victory in Murphy v. NCAA at the United States Supreme Court, the Kindred Group has opened its doors in the Garden State under the banner of Unibet.
Unibet is Kindred’s flagship electronic gaming brand and with its introduction comes a new option for citizens of New Jersey who enjoy electronic casino games. Kindred has partnered with Hard Rock Casino in Atlantic City to offer the games and will use the sports betting platform owned by Kambi in New Jersey as well.
Though Kindred is new to the United States as a gaming provider, it’s a company that fans of hockey or more specifically the New York Rangers may have heard of before.
In Jan. Kindred announced a partnership with Rangers goalie Henrik Lundqvist to support sports clubs and associations in Lundqvist’s native Sweden. Sweden is one of the countries where Kindred also operates electronic gaming and Lundqvist is just as much of a celebrity there as he is in the United States.
Many New Jersey sports bettors are already familiar with Kambi, although they may be unaware of it. DraftKings uses the platform to run its sportsbook as well. Kambi used to be part of the Kindred Group but is now operating in cooperation with, not under, the Kindred umbrella.
New Jersey is the first step but only that for Kindred in the United States.
Kindred is eyeing nearby Pennsylvania next. While Warner Gaming, the company which operates Hard Rock in Atlantic City, has no casino presence in the Keystone State the partnership between Kindred and Warner is not exclusive.
SugarHouse has a land-based facility in Philadelphia and is likely to roll out its own mobile sports betting product soon, so Kindred will likely become a competitor through its partnership with Mohegan Sun at Pocono Downs akin to the partnership it has with Hard Rock in New Jersey.
The press release by Kindred denoted the company is eyeing several other states but did not specify any beyond Pennsylvania. Getting in on the ground floor of mobile sports betting in new states seems to be a priority for Kindred as it seeks to grab market share of potential new customers for its products.
States like Mississippi and Rhode Island after its lawsuit currently complicating mobile sports betting is settled are logical next steps.
One of the more exciting developments Kindred is working on is software that will allow those in states like New Jersey and Pennsylvania where mobile betting is legal to do so hands-free.
Kindred is working with natural language processing software to develop a platform that will allow those wishing to use devices like an Amazon Echo or Google Home to place bets with just their voices to do so. No timeline has been provided for the rollout of such a platform.
New Jersey residents are now able to take advantage of Kindred’s expertise in the gambling industry and it won’t be long before Pennsylvania residents are able to do so as well. If the product takes off in the United States as it has in Europe, Kindred will likely get the significant market share it is seeking.