Kindred Group Cooperates with Scientific Games for the US Market

September 26, 2018 3 min to read

With the US market becoming more open to gambling, many large companies are vying for being the first to offer the services to the customers in the states that have legalized gambling. Kindred Group, an online gambling operator that unites brands such as Unibet, Maria Casino and 32Red, has partnered up with SG Digital, a division of Scientific Games, in the hopes to enter the US market as soon as possible.

Kindred Group will use the providers Open Platform System, which is a player account management system as well as the Open Gaming System, which serves as a game aggregation technology.

With these tools, the time needed for Kindred to start offering their services in New Jersey, the state the company is aiming for at this stage, should be shortened significantly. The company plans to gradually enter more of the US market, which will also be facilitated by the partnership, reports

Representatives from both companies expressed their enthusiasm about the partnership

The new deal will be beneficial for both companies, as Kindred will have an easier time entering the US market while Scientific Games will gain a new customer on a large scale. “We are delighted to partner with SG Digital in the U.S., giving us swift access to the market and our coming U.S. customers a truly great gambling experience on a top technology platform.

Kindred has always put the customer at the heart of our operations and ensuring that they can enjoy gambling in a safe, secure and stable environment is crucial for us,” – commented Manuel Stan, SVP Kindred US.

Representatives from SG Digital emphasized the effect this sort of partnership is likely to have on the US gambling market. Dylan Slaney, SVP Gaming at SG Digital commented: “This partnership signifies a bright future for SG Digital and Kindred in New Jersey. The growing market will benefit greatly from our Open Gaming System and Open Platform System technologies, and we're thrilled to work with Kindred.”

Kindred Group’s revenue in 2017 exceeded $900 million  

Kindred Group was previously known as Unibet Group Plc. Unibet acquired Bet24 in 2012, which kicked off a wave of acquisitions that cemented the company as one of the largest online gambling operators in the world. Currently, there are 11 brands under Kindred Group and some of them like Unibet and 32Red are very popular among the gambling public.

Kindred is registered in Malta, but it is essentially an international company with offices in London, Stockholm, Gibraltar and other places around the world. The company is exceptionally profitable as well, as in 2017 its revenues were just under $1 billion.

Scientific Games Corporation was the first company to introduce instant lottery tickets in 1974

Scientific Games Corporation is an American company with headquarters in Las Vegas. It traces its history back to 1973 and is a pioneer in many gambling products. It was the first company to introduce the instant lottery tickets one year after its founding. Currently, the company provides various gambling products and services to different companies worldwide.

“Through our four operating divisions – Gaming, Lottery, Digital and Social – we offer customers a fully integrated portfolio of technology platforms, robust systems, engaging game content, and unrivalled professional services and marketing solutions,” – states the company’s website.



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Remi is a full-time barber but when he clocks out his other passion is Formula 1 racing, which he enjoys seasonally along with other high adrenaline sports.


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