Its been a great year for American online gambling, as the market has seen more and more casino operators entering the market. Just recently Online gambling brand Kindred Group officially launched in the New Jersey online gambling scene.  The operator went live with one of its brands, Unibet, this was done in partnership with Atlantic City’s hugely famous casino brand Hard Rock Hotel and Casino.

The debut of Unibet in the NJ gambling market came to fruition after a partnership agreement between the company and Boardwalk Gaming Property was reached last year. Thereafter due to new state laws, Kindred was able to successfully obtain a Casino Service Industry Enterprise License from the NJDGE, (New Jersey Division of Gaming Enforcement). The body, which is responsible for regulating and processing gambling related procedures in the state of New Jersey issued the Kindred Group with a license that enables Kindred’s Unibet brand to offer online casino games to gambling players located in the state of New Jersey.

New Jersey’s bottom line is benefiting from Online Gambling

Reports show that internet gaming and gambling is quickly becoming the state’s quickest growing gambling vertical. According to recently released stats by the Division of Gaming and Enforcement, the gambling industry in the state recorded a 52.4% revenue growth in the first four months of 2019 to $141.1 million. New Jersey is one of the first states to go live with online poker games as well as online poker back in November 2013. Since the state legalized both industries it has managed to generate over $1.1 billion as of today.

Manuel Stan, the SVP of Kindred US commented on the company’s expansion into the New Jersey market. In a press release he said they were thrilled that they could now offer the state’s gambling customers a “truly great gambling experience”. He went on to praise the company’s platform calling it a “the best technology platform” one that is in a sustainable and secure environment”. Something the company is proud of and is excited to bring to the Jersey market.

In past years, Kindred had signed a contract of supply with SG Digital, which is the internet gambling branch of SG (Scientific Games). The deal was to allow Kindred to use the provider’s Open Platform System – a system provides player account management offerings. The deal also included the use of the Open Gaming System (SG Digital’s gaming aggregation technology). The deal allows Kindred to offer the platform of their desire an element that Kindred continues to boast about.

What’s next in the cards for Kindred in the US Market

In a press release, Kindred stated that it has plans for further expansion in the US gambling market. They indicated that expansion plans were not only limited to online gaming in the state of New Jersey. The operator has its eyes set on entering various states in the US who have recently opened up regulations to permit sports betting online. The Malta-licensed operator has a huge betting platform within the Unibet brand that has boomed in other world markets. Bringing this platform to the US could prove to be profitable move on the operator’s side.

In order to tap into the newly opened US sport betting market. Kindred concluded a deal to expand its partnership with Kambi, the sports betting products supplier. The deal includes furthering the Group’s interest within the New Jersey betting market. In a press briefing, the operator announced that its initiative to launch a sports betting platform in New Jersey will come to pass in the “near future”.  Speaking of their US growth model, representatives stated that the announcement about a NJ debut was one of the first in a line of many more, as they believe entering the US market is of great importance to their organization and its growth.  Most likely the next line of target is Pennsylvania through their partnership with Mohegan Sun Pocono. Branching out to Pennsylvania seems to be the next perfect move for Kindred as the sate has recently legalized online sports betting and gaming. The law was passed in 2017 and since it’s passing the state has seen a rise in revenue from sport betting providers.

The New Unibet Logo

In conjunction with their North American conquering, the Kindred Group released a new official logo for their brand Unibet. The idea behind the update is to put forward and promote the modern-day nature of a mobile first gambling environment. The logo which was carefully crafted by inhouse designers represents a modernized classic theme that is stays true to the heritage and nature of Unibet and its services. According to Elen Barber, the Chief Marketing Officer of Kindred, the new logo will be utilized globally and the new change is meant to represent the progressive movement of Unibet into the future of online gambling and sports betting – not just in the U.S but globally.

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Shihaam Isaacs


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