Kindred Will Bring Its Gaming Platform to New Jersey

Kindred Will Bring Its Gaming Platform to New Jersey
By Lou Monaco
Fact Checked by Pat McLoone

Kindred Group announced Monday it has received final approval for its proprietary gaming platform in New Jersey.

Kindred, which is based in Stockholm, Sweden, passed muster with the New Jersey Division of Gaming Enforcement (NJDGE) and is expected to go live in mid-May.

The new platform will provide an enhanced customer experience, better analytics, and improved flexibility.

Kindred's New Jersey sports betting application - Unibet - debuted in the Garden State on Sept. 10, 2019.

Continuous improvements also will be implemented post-launch and Kindred expects to continue its platform roll out in neighboring Pennsylvania during the second quarter of 2023.

Kindred Platform Will Aid Unibet Sports Betting

The announcement comes on the heels of the company's interim report for the first quarter 2023 on April 26.

The go-ahead is an important step towards rolling out the Kindred platform across the company's North America footprint and will give Unibet New Jersey customers an enhanced experience where products and content can be tailored to a greater extent, with wider options and offerings.

“I am very pleased that we are now able to launch our own Kindred platform in New Jersey, and I am immensely proud of everybody at Kindred who has made this possible,” said Henrik Tjärnström, CEO of Kindred Group, in a news release. “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.”

In 2018, the U.S. Supreme Court struck down the Professional and Amateur Sports Protection Act of 1992 (PASPA) and opened the door to the state-by-state legalization of sports betting.

May 14 marks the fifth-year anniversary that sports wagering could become legal on a state-by-state level.

Last week the NDJGE released its March figures on sports betting in the state. Total sports betting handle came in at $1.026 billion and revenue posted at more than $93 million, which was a 40.1% increase from a year ago.

You can find pertinent sports betting info here at, as well as New Jersey casino apps.



Lou Monaco had been East Coast Scene columnist for Gaming Today in Las Vegas since June 2019, covering the East Coast sportsbook scene with emphasis on NJ and PA. He also currently is a part-time writer for the high school sports department for NJ Advanced Media ( in Iselin, NJ. Lou has over 30 years sports experience with previous stints at ESPN SportsTicker, Daily Racing Form and Oddschecker.

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