Scientific Games and Kindred Join Forces for US Push

Scientific Games Corp's building.

Shortly after revving up its commitment to integrity gaming, Kindred Group is again stepping back into the limelight with its newest partnership with Scientific Games Corp. The pair are partnering up for the United States, and here’s what we know.

Kindred and Scientific Games Corp Hit America

On Friday, Kindred announced that it had picked Sci-Games SG Digital (SGD) division to become the group’s official tech partner for its US roll-out. Kindred will deploy SGD’s Open Platform System (OPS) player account management platform and Open Gaming System (OGS) game aggregation technology.

Both cutting-edge technologies are state-of-the-art innovations that will help Kindred streamline its businesses while reducing stand-by time and making sure internal resources are allocated smartly. Previously, the group signed a deal with Hard Rock International in one of the gaming hubs in the United States, Atlantic City. It had been the group’s first on US soil.

Back in July, SGD said that it would be supplying Hard Rock Atlantic City with OGS. Even though, Kindred and SGD are only going to operate on the territory of New Jersey for the time being, they expect that as regulation opens new opportunities, the pair will advance in new markets.

Meanwhile, it’s worth noting that Kindred is also running its own platform worldwide, supplying countries, such as the United Kingdom and Australia, as well as the majority of available markets in-between. Despite their own technological innovation, Kindred US Vice President, Manuel Stan, has said that SGD helped the group with “a swift access to the market,” that will benefit both parties significantly.

“We are delighted to partner with SG Digital in the U.S., giving us swift access to the market and our coming U.S. customers a truly great gambling experience on a top technology platform. Kindred has always put the customer at the heart of our operations and ensuring that they can enjoy gambling in a safe, secure and stable environment is crucial for us,” Stan’s full statement read.

Swift Access, Quick Benefits

On the part of SGD, the partnership was well-received, too, with SGD Vice President Dylan Stanley talking about the boons that this deal would bring and the fact that it “signifies a bright future.” Kindred’s current technical operators are backed by a spin-off company that splintered from Kindred. The new entity by the name of Kambi Group has been providing the platform Kindred presently uses.

SGD has been expanding on its own, too, signing up operators, including OpenBet. OpenBet uses SGD’s services to run its sports book. Another partner that makes full good use of SGD’s solutions is Caesars Entertainment’s Bally’s and Harrah’s casinos.

Both properties are well-established landmarks in Atlantic City. SGD’s reach has also extended to Mississippi thanks to its collaboration with Caesar.

A Responsible Gaming Future

Kindred is one of the champions of modern responsible gaming. The company is currently launching an initiative in the Nordic region where it will seek to introduce more social checks and bolster responsibility across its platforms.

Integrity has become a main goal of the group and its efforts have been tailored accordingly. A collaboration with a company such as Scientific Games Corp is proof that the company is only looking to team up with like-minded market leaders who are prepared to do what is necessary to protect consumer’s safety.

Kindred and SGD are definitely going to raise the standards for everyone involved in the industry. Learning from their example is important.


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