Kindred’s Proprietary Platform to Launch in New Jersey Next Month

European gaming giant Kindred Group said the New Jersey Division of Gaming Enforcement (NJDGE) gave its final approval for the platform. Players on Unibet Casino NJ will see improvements in mid-May.
Kindred's Proprietary Platform to Launch in New Jersey Next Month
By
April 19, 2023

Introducing the Kindred platform to our customers in New Jersey will provide the entertainment and experience enjoyed by our customers in Europe. We are now finally able to show off our true Unibet product. Kindred Group said it received final approval from New Jersey regulators for its proprietary gaming platform and expects players on Unibet, its flagship brand in the US, to see an improved experience when the platform goes live in mid-May.

The European gaming giant said approval of its platform by the New Jersey Division of Gaming Enforcement (NJDGE) was an essential precursor to introducing the platform in other jurisdictions across North America.

Players on Unibet Casino NJ should expect “an enhanced experience where products and content can be tailored to a greater extent, with wider options and offerings,” Kindred said Monday. Improved data and analytics were expected to lead to “improved flexibility and performance” for players.

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“I am very pleased that we are now able to launch our own Kindred platform in New Jersey, and I am immensely proud of everybody at Kindred who has made this possible,” CEO Henrik Tjärnström said Monday.

“Introducing the Kindred platform to our customers in New Jersey will provide the entertainment and experience enjoyed by our customers in Europe. We are now finally able to show off our true Unibet product.”

Kindred added that its platform in New Jersey would satisfy local responsible gaming requirements while adhering to its “safer gambling approach.”

The Kindred platform is expected to launch in mid-May and will “see continuous improvements post-launch,” the company said.

Kindred added that it expects to launch its proprietary platform in neighboring Pennsylvania in Q2 2023.

Unibet Arrived in the US in 2019

Unibet debuted in the US in 2019 when it launched in New Jersey and Pennsylvania. In New Jersey, it operates under the land-based casino license of the Hard Rock Hotel & Casino in Atlantic City. In Pennsylvania, its land-based casino partner is Mohegan Sun Pocono.

The operator launched its first online casino in the USA in New Jersey in June 2019. Unibet followed with an online sportsbook in September of that year — the same month, it also expanded into Pennsylvania by opening a retail sportsbook at the Mohegan Sun Pocono in Wilkes-Barre. Unibet Sportsbook PA launched in November 2019.

Last fall, Kindred announced that it would exit online sports betting in Iowa. During an earnings call around that time, Tjärnström said the company’s expansion plans in North America had evolved. It would focus its investments on jurisdictions with multiple verticals — not in sports-only states like Iowa.

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Recent Report Revealed US Plans

Among the many reports Kindred Group conducted in 2022, its Directors’ Report — included as part of Kindred’s Annual & Sustainability Report for 2022 — said the company’s principal focus in North America moving forward is the launch of its proprietary platform in other US states as well.

“The North American market [remains] a key focus as the largest opportunity for future regulated growth,” Kindred said in the report.

The European company added that future launches of its platform would “[allow] significant improvements to the customer experience and more flexibility over the product offering.”

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