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Kindred to launch a proprietary sportsbook

28 Feb 2022

Kindred-GroupThe Stockholm-traded online gaming operator Kindred Group announced it aims to revamp its sportsbook platform, thus stopping using the technology of former subsidiary Unibet. To achieve that, it has started an intense global recruitment effort, as it estimates that it will have to double the current sportsbook workforce, which stands at about 200 employees. As a blueprint, the company will use the in-house Kindred Racing Platform (KRP), which will be redeveloped and integrated into the brand-new betting service.

What is the new Kindred Strategy?

As the chief product officer Erik Bäcklund explained: ''What underpins our strategic intention is moving away from being a sales -and marketing-led business, towards a product and customer experience (CX) focused organization. A key part of this strategy is having full control of our product suite.'' On the same note, Ben Colley, the group head of trading, stated: ''Since we launched the racing product a few years ago, it has outperformed some ambitious expectations. When we first started building that racing platform, we always had one eye on a possible future role in mainstream sports betting, so the paving slabs were laid some time ago for what we’re working on now.''

The transition is set to finish in early 2024. It will signal a focus on North America, Europe and Australia, where Unibet sees untapped potential via licenses in the UK, Malta, Sweden and Gibraltar.

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Unibet needs no introduction, even for newbies, after 20+ years of experience in the betting industry. The brand provides exceptional services in strategically regulated markets, like Australia and Italy, licensed by MGA and UKGC, among other local permits. The massive range of 40+ sports, 250,000 yearly events, and 10,000 monthly ones secures several alternative options for their million bettors. The odds for high-profile leagues, like the English Premier League and the NBA, create an attractive Sportsbook alongside handy features like Live Streaming, Bet Builder, Request A Bet, and Cash Out. The Live Chat is available 24/7, and the website offers 15 languages. However, I have noticed that the in-play prices and the odds for secondary and lower-tier leagues have a downfall, while the absences of Partial/Auto Cash Out and Quick Bet services are notable. The winning limits are high, and the payment methods offer alternatives, but two significant drawbacks are the need for cryptocurrencies and a quicker response to E-mail requests. I also firmly believe that the app is one of the most modern in the industry. Overall, Unibet is a safe bookmaker, ideal for recreational bettors, with several valuable services for them.

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