Kindred Group Partners with SG Digital to Expand Its Offering in the U.S.
Thanks to this move, Kindred Group’s customers in New Jersey will have the opportunity to enjoy an expanded range of online gaming content, boosted with various back-end functionality.
An Important Move
Kindred Group and SG Digital, the digital gaming division of the U.S. giant Scientific Games, inked their partnership agreement in August last year. Under the provisions of this deal, Kindred gain access to SG Digital’s game aggregation technology and player account management platform. The company’s ultimate goal was to use these technologies to expand its offering in the online market in New Jersey.
At this moment, the partnership agreement covers New Jersey, as Kindred only has a license to do business in the Garden State, but both companies have confirmed the partnership will be expanded to other states once the company expands its presence.
Kindred went live in New Jersey this June, launching its Unibet brand through a partnership with the Hard Rock Hotel & Casino Atlantic City. To celebrate its debut in the U.S. market, Kindred also updated the logo of the Unibet brand.
Commenting on the latest move, Manuel Stan, Kindred Group’s Senior Vice-President for the U.S. stated partnering with Scientific Games was a big win as online gaming in the U.S. was gaining traction. He added the company was excited to elevate the player experience in New Jersey using the OGS and Ops platform.
More to Come Soon
At Scientific Games, they are sure the new deal will help the company further cement its market positions in New Jersey.
Dylan Slaney, Senior Vice-President for casino and platforms at the SG Digital arm of Scientific, added they continued to embed both their OPS account platform and their two-sided game aggregation network OGS at the heart of the industry.
Slaney pointed out their teams had worked tirelessly to bring the world’s best content and platform technology to one of the industry’s biggest names, fuelling their success in both established markets and burgeoning spaces like New Jersey, and added Kindred players would reap the benefits of truly next-level experiences from top-tier content, fresh in-game mechanics, and immersive features.
Kindred has ambitious expansion plans, which go beyond New Jersey and online gaming. According to available information, Kindred intends to grab a share of the state’s sports betting market and to do it will launch a brand-new wagering product, although the exact date of the launch is yet to be revealed.
The Group’s plans involving the sports betting market in New Jersey include the renowned sports gambling platform provider Kambi, with whom Kindred extended the partnership agreement late last year.
But that’s not all, as the company also plans to enter the online gaming market in Pennsylvania through a deal with a venue owned by Mohegan Tribe.