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Kindred Group’s flagship Unibet brand is expected to migrate onto the operator’s proprietary platform in New Jersey next month after receiving approval from the state’s Division of Gaming Enforcement (NJDGE).

The regulator has officially approved the platform to go live in New Jersey, where Unibet has been live since 2019 via an agreement with the Hard Rock Hotel and Casino Atlantic City.

Unibet originally launched in The Garden State using third-party suppliers to power its US entry, with SG Digital providing both PAM and iGaming aggregation technology, and Kambi powering its sports betting offering.

Now, New Jersey marks the first US state where Kindred can roll out proprietary technology to power its online operations, with further states expected to follow suit in due course.

Operations in Pennsylvania, for example, are expected to migrate onto the platform at some point during Q2 2023.

Kindred has pledged to continuously improve the platform once it goes live in New Jersey in mid-May.

The operator said the platform would provide the Unibet brand with improved flexibility and performance through a richer set of analytics and data, while allowing the brand to better tailor products and content to customers’ preferences.

Kindred CEO Henrik Tjärnström: “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.”

It will continue to cater for Kindred’s safer gambling approach in accordance with local needs and requirements, the operator added.

“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,” said Kindred CEO Henrik Tjärnström.

“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. I also want to thank the NJDGE for a professional collaboration during the approval process.”

In addition to New Jersey and Pennsylvania, Unibet is currently live in Virginia, Arizona and Indiana, and has pending state launches in Illinois and Washington. The brand is also live and regulated in the Canadian province of Ontario, but chose to withdraw from Iowa at the backend of last year. 

In Q4 2022, Kindred’s gross winnings revenue from North America totalled just £4.4m, (compared to £7.1m in Q4 2021), although those results were adversely impacted by a payout of £5.3m made to Jim “Mattress Mack” McIngvale following victory for the Houston Astros at the MLB World Series.

The £4.4m generated from North American markets in Q4 represented just 1.4% of Kindred’s total £305.5m quarterly revenue.

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