June 4, 2019 3 min read


Kindred Rolls Unibet on NJ Market, To Add Sports Betting

  • Kindred’s Unibet is arriving on the NJ bet with Hard Rock partnership
  • The company is hopeful to begin expanding across the US and adding verticals
  • Open Platform System to be used in NJ for player account management

Unibet, a popular overseas brand, is finally arriving in the U.S. It’s NJ casino entry is a first, with a Pennsylvanian launch also on the cards.

Kindred Group Rolls Unibet on the NJ Market

Kindred Group has officially rolled out Unibet, a brand it owns, with the help of land-based gaming operator Hard Rock Hotel & Casino Atlantic City. The deal marks a water-shed moment in Kindred’s growing ambitions in the United States.

Kindred previously partnered with Mohegan Sun Pocono in Pennsylvania in January, with the Keystone State planning to officially roll out online gaming on July 15.

Back in NJ, Unibet will introduce players to a variety of casino games thanks to the Casino Service Industry Enterprise License the company secured in 2018. It is however the decisive role of Hard Rock’s bick-and-mortar facilities that have allowed Unibet to launch in earnest.

An Excellent Partner in the Face of SG

Kindred’s offshoot is going to team up with Scientific Games Digital for Unibet’s Open Platform System player account management platform. The Open Gaming System is a joint solution developed with the help of Kindred and SG Digital and negotiated in 2018.

As Unibet prepares to gain momentum in the US market, Kindred is already eyeing opportunities for expansion, particularly with the addition of a sports betting vertical. The sports betting solution will be powered by another long-standing partner in the face of Kambi.

The official press release cited Kindred U.S. SVP Manuel Stan who had the following to say on the occasion of the deal:

“We are thrilled to announce that Kindred can now offer New Jersey customers a truly great gambling experience on a top technology platform in a sustainable, safe and secure environment. 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 is also planning to expand into Pennsylvania where the company already has ties with the aforementioned Mohegan. The venue got the official go-ahead from the Pennsylvania Gaming Control Board (PGCB) in May.

Mr. Stan confirmed the company’s ambitions to continue expanding across the United States: This announcement is the first one in a line of hopefully many more, since we believe in the importance of the US market.”

The legal hurdles have been crumbling one after another, giving overseas brands hopes to continue investing in the U.S. sports betting climate, which has been paying off.


Rachael is a veteran gaming journalist with over 9 years of writing experience but has only just started within the gambling industry. She has built a keen interest within the iGaming sector over the years from exposure at events and intends to translate her passion into publications here at GamblingNews.com to keep our readers updated with the latest developments.

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