Stockholm-listed gaming operator Kindred Group is expanding its product portfolio with the addition of free-to-play sports games from SportCaller.

SportCaller was selected to supply free-to-play (FTP) games across multiple sporting events and jurisdictions to enhance Kindred’s recruitment strategy, reactivation and retention efforts through deep engagement and organic gameplay on mass-appeal sporting events.

SportCaller said that it has already lined up a wide variety of new football, tennis, racing and basketball games in order to appeal to Kindred’s multiplicity of markets and diversity of player preferences.

“This is a milestone moment in the evolution of our leading FTP platform,” said Cillian Barry, managing director of SportCaller. “Last year’s World Cup provided a step change for improved acquisition and retention across our partners, but this progressive relationship with Kindred has left no stone unturned in how a truly international operation maximises FTP brand-wide.”

Louis Hervik, head of sportsbook marketing at Kindred Group, added: “By taking advantage of SportCaller’s impressive framework we’re expecting the product to become a core part of our offering while also acting as an acquisition gateway for many of our local markets.

“The scalable platform developed by SportCaller allows our local teams to deploy games based on their territorial strategies in addition to catering for global needs. SportCaller’s proven track record, reporting, backend capabilities and 24/7 support are what made them our preferred partner.”

Shares in Kindred Group plc. (STO:KIND-SDB) were trading down 1.5 per cent SEK78.80 per share in Stockholm Wednesday morning.