Kindred Group has further strengthened its position in the US, signing an agreement with the Swinomish Tribe – a tribal casino operator – to secure entry in Washington State.
The six-year deal with the Swinomish Indian Tribal Community will result in the Sweden-founded betting and gaming group rolling out Unibet-branded betting kiosks at its partners casino venues.
Phase one of the plan will involve the opening of these kiosks and over-the counter sports betting, with plans for the development of a Unibet sports betting lounge later in the year.
Manuel Stan, SVP of North America, Kindred Group, said: “We are delighted to launch the first phase of our exciting retail partnership with the Swinomish Indian Tribal Community.
“Work continues at pace to build a fantastic Unibet sportsbook lounge, offering customers to the Swinomish Casino & Lodge a truly immersive sports betting experience.”
In Europe, Kindred historically focused on online betting via the Unibet sportsbook and 32Red igaming brand. In contrast, its North American operations have seen 13 retail launches in states such as Pennsylvania, Arizona, and now Washington.
Like many other European firms, Kindred has been drawn to the opportunities of the US market, which has grown exponentially since the repeal of PASPA back in 2018.
However, the online betting market in the US is hyper competitive, with European prospectors going up against established competition such as Caesars, BetMGM, DraftKings, FanDuel and PointsBet.
Kindred’s focus on bricks-and-mortar operations in the US may suggest a strategy to circumvent the competitiveness of the online sector and establish a presence and brand awareness via different avenues.
Regardless, this week has been a positive one for Kindred’s US outlook, with the Washington partnership following approval for its proprietary sportsbook platform in the igaming fortress state of New Jersey.
In its announcement of the Swinomish deal, Kindred stated that it will continue to invest in its North American operations, asserting that market conditions in the continent ‘support a sustainable business model’.