Stockholm-listed Kindred Group has launched a new proprietary racing platform for UK and Irish customers as it increases its focus on racing.
The new platform went live to coincide with this year's edition of the Grand National, as a key component of the operator's plans to expand its UK presence, supported by its 2016 acquisition of Stan James.
The new racing platform offers a 24-hour service across all major racing territories, which the company said will complement its existing sportsbook products. It also plans to expand the platform beyond the UK and Ireland, with localised offerings slated for launch in Australia and other key markets.
"It's been great to finally get the platform out of beta and in front of our customers old and new, showcasing the Grand National meeting to best effect," Kindred group head of racing Ben Colley said. "Complementary to the excellent Kambi sportsbook, we expect this new platform for all things racing to quickly become a best of breed example, fully supported by experienced and knowledgeable trading and risk teams in both Gibraltar and Sydney.
"Next steps are to continue to develop and augment the platform to reach a point of excellence in our key racing territories of the UK, Ireland and Australia, then to localise and launch the experience for our individual European markets."
Colley said that the new platform had been designed to retain experienced players for the now-discontinued Stan James brand, as well as appealing to younger, recreational bettors. It features race write-ups, tips and live streaming for a range of domestic and international horse and dog races.
The new platform will also look to leverage Kindred Group's racing sponsorship portfolio. The operator is a backer of the Road to Cheltenham, with its Unibet brand sponsoring the final event of the race series, the Unibet Champion Hurdle.
It also sponsors a number of races through its 32Red brand, and employs Nicky Henderson, Jessica Harrington and Richard Hannon as ambassadors, as well as sponsoring jockeys Jamie Spencer, Nico de Boinville and Paddy Brennan.
Shares in Kindred Group plc (STO:KIND) were trading up 0.42 per cent at SEK130.65 per share in Stockholm Tuesday morning.