Stockholm-listed operator Kindred Group has expanded its long-running partnership with sports betting supplier Kambi to include the New Jersey market.

Kindred has agreed a deal with Hard Rock Hotel & Casino Atlantic City to launch sports betting and online casino operations under its Unibet brand in New Jersey, utilizing SG Digital’s Open Platform System and Open Gaming System.

“We are of course delighted to add this final piece to our product offering towards customers in New Jersey,” said Manuel Stan, senior vice president of Kindred US.

“Kindred and Kambi have a long and successful history together, which we intend to develop further as we prepare to enter the New Jersey market. I am particularly pleased that we are now ready to offer customers in New Jersey a truly great experience in a safe and secure environment.”

Kambi chief commercial officer Max Meltzer commented: “The partnership between Kambi and Kindred, which goes back many years, continues to deliver consistent sports betting growth in Europe and other parts of the world, illustrating Kambi’s ability to empower visionary operators to become sportsbook market leaders.

“As industry innovators, Kindred has leveraged the flexibility of the Kambi platform to develop truly unique and differentiated sports betting experiences for its players and we look forward to supporting Kindred in bringing those to the US.”

Kambi was formerly the B2B division of Kindred (then Unibet) and was spun off from the company in 2014.

Shares in Kindred Group plc (STO:KIND) were trading up 0.76 per cent at SEK89.96 per share in Stockholm Wednesday morning, while shares in Kambi Group plc (STO:KAMBI) were down 1.04 per cent at SEK199.40 per share.

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