Kindred’s Proprietary Unibet Online Casino Platform Licensed for Launch in New Jersey

New Jersey’s Division of Gaming Enforcement (NJDGE) has granted Unibet owner Kindred Group final approval for its proprietary gambling platform. That means Unibet players in NJ can expect an upgrade to their online casino experience shortly.

The regulator’s blessing completes Kindred’s last regulatory hurdle before it can launch its new tech in New Jersey next month. The approval is also a step towards implementing the in-house platform across Kindred’s North American jurisdictions.

Kindred Platform Expected to Improve Performance, Tailor Experience

According to Kindred, the platform switch will vastly improve flexibility and performance thanks to richer available data.

From the customer’s perspective, that will mean a more personalized experience with tailored products and content. Additionally, Kindred’s safer gambling approach will remain a key focus post-shift.

“I am very pleased that we are now able to launch our own Kindred platform in New Jersey,” said Henrik Tjärnström, Kindred’s CEO.

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.

Platform Launching in New Jersey in May, Pennsylvania Later in 2023

As per the release, Kindred expects to launch the new platform in New Jersey by mid-May, with tweaks continuing post-launch.

Kindred has been active in New Jersey since it launched Unibet in September 2019. The flagship brand found a New Jersey presence through Kindred’s partnership with Hard Rock Hotel & Casino Atlantic City.

After New Jersey, Kindred intends to take its in-house tech to Pennsylvania later in 2023.

In 2022, Kindred shifted its US focus to states with online casinos and online sports betting. That readjustment meant pulling out of Iowa, which allows online sports betting only, and canceling its plans to expand into other such states. Upgrading the experience for US casino users is the latest step in that plan.

About the Author

Robyn McNeil

Robyn McNeil

Robyn McNeil (she/they) is a Nova Scotia-based writer and editor, and a lead writer at Bonus. Here she focuses on news relevant to online casinos, while specializing in responsible gambling coverage, legislative developments, gambling regulations, and industry-related legal fights.
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