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Kindred Launches Unibet Sportsbook Online in New Jersey

Kindred Group launched its first U.S. venture in New Jersey on Sept. 10, partnering with Hard Rock Atlantic City to debut its flagship-brand Unibet Sportsbook and iGaming online.

The parent of 11 global online gambling brands, including Unibet, Kindred Group has been a successful gaming operator for more than 20 years, with over 11 million customers in 100-plus countries around the globe.

Kindred was slow to enter the U.S. sports betting market compared to some of its competitors. As a latecomer to the U.S., Unibet has had something of a scramble to get up and running. The gaming giant spent more than a year building its Unibet Sportsbook NJ website and app before going live.

Unibet benefitted from an unplanned marketing boost that went viral Oct. 11 after U.S.-based entrepreneur Jim McIngvale placed a $1 million wager on the Houston Astros to win the World Series. It was the first bet of that size Unibet has accepted in the U.S., but would have been nothing more than business-as-usual for the company’s overseas operations.

As luck would have it, McIngvale won’t collect on his million-dollar wager, as the Washington Nationals won three straight games to overcome the Astros 3-1 game lead, and won the series 4-3.

In other, planned marketing moves, Unibet signed a multi-year sponsorship agreement with the NHL’s New Jersey Devils. The deal includes in-arena and digital marketing rights, as well as fan and hospitality events for Unibet customers.

Former Devil and Hall of Fame goalie Martin Brodeur was also signed to be a brand ambassador for the state.

Unibet Sportsbook NJ Has It All

Unibet Sportsbook NJ offers a full slate of sports to place bets on, including professional and collegiate teams. If something can be bet on, chances are good that bettors can wager on it through Unibet.

The sportsbook offers in-play wagering and online streaming of select, major sporting events, as well a variety of traditional wagers such as moneylines, point spreads, parlays, teasers, over/unders, futures bets and props.

To entice new bettors, Unibet offers competitive bonuses, including a new player registration Welcome Bonus of $20, divided into two free $10 bets with no deposit required. New players can also take advantage of Unibet’s $250 Risk Free Bet when making their first deposit, with a minimum stake of $10 on a bettor’s first cash bet.

Unibet Sportsbook is powered by Kambi, a world-leading B2B provider of premium sports betting services. Kambi was originally a division within Unibet before the company spun off as a standalone entity in 2014.

Android users can download the app directly from the Unibet website, while iOS users can find the app in the Apple App Store.

What’s Next for Kindred Group and Unibet

The Kindred Group views the growing U.S. sports betting market as a long-term opportunity, and the company plans to continue its investment in expansion efforts. The company is actively seeking more market access agreements in additional states.

Kindred Group opened a Unibet retail sportsbook at Mohegan Sun Pocono in Pennsylvania in September and plans to launch its sportsbook and iGaming online in November, according to a Kindred Group press release.

Unibet also signed a partnership with the Philadelphia Union of Major League Soccer.

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