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.

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 and 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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No need for introduction for a brand like Unibet, a global power that has managed to take over the market with millions of active players. For 20+ years the bookmaker has been on a constant rising and it has reached many strategic regulated markets, like France, Italy and Australia among others. The Kambi sportsbook platform has always been a guaranteed solution, but that doesn’t mean that there are no negative points at the Scandi giant. I noticed that the last couple of years the odds took a slight downfall, especially in minor football leagues and N.American sports. There still are many complaints about the customer support, features like partial/auto Cashout and Quickbet should be added, while the winning limits seem ridiculous to my eyes. On the other hand, the odds on the top leagues are better than Bwin’s and equal to Bet365’s, while the wide range of sports, markets and payment methods are intriguing. I can’t ignore that Unibet is a safe and sound choice for a recreational player and it is fair to the brand, which has built a solid name throughout all these years.

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