SBC News Kindred takes ‘important step’ for North America footprint with New Jersey approval

Kindred takes ‘important step’ for North America footprint with New Jersey approval

After receiving final approval from the New Jersey Division of Gaming Enforcement, Kindred gets set to launch its proprietary platform in the state.

Introducing its services to New Jersey, the Sweden-based online gambling operator aims to provide an enhanced customer experience, better analytics and improved flexibility.

The platform, expected to go live in mid-May, was approved by the Division of Gaming Enforcement (NJDGE) and has been lauded ‘an important step’ towards rolling out the Kindred platform across the company’s North America footprint.

Henrik Tjärnström, CEO of Kindred Group, said: “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. 

“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.”

The launch looks to provide ‘much improved flexibility and performance’ through a richer set of analytics and data. 

It will also give New Jersey customers’ of the Stockholm-listed firm’s Unibet sportsbook an enhanced experience where products and content can be tailored to a greater extent, with wider options and offerings. 

“The Kindred platform will equally cater for Kindred’s safer gambling approach in accordance with local needs and requirements,” the company outlined.

Furthermore, Kindred has assured that it expects to continue the roll out of the platform in Pennsylvania during the second quarter of this year.

The year so far has posed some challenges for the firm, however. Last month, following a £7.1m fine and an official warning against two of its UK businesses, Kindred Group reiterated confidence in its existing raft of sustainability measures.

Issuing a response to the £4.2m and £2.9m penalties issued to 32Red and Platinum Gaming by the UK Gambling Commission (UKGC), the betting group asserted that the failures responsible are ‘unlikely to happen again’.

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