Kindred Group, the global operator of online gaming brands including 32Red and, is to make its bid for a slice of the newly regulated sports betting market in the US. The firm has entered into an agreement with Hard Rock Hotel & Casino Atlantic City in New Jersey in order to pursue a Casino Service Industry Enterprise Licence in the state.

The collaboration, which spans 5+5 years, is an important first step for Kindred in its aspirations to offer online sports betting and gaming in the US. It will combine Hard Rock’s lifestyle and entertainment experience with Kindred’s digital innovation and data analysis, to create a strong offering in the New Jersey market.

“Hard Rock is proud to partner with one of the fastest growing operators in the industry. We are hopeful that Kindred’s international experience and commitment to innovation will translate to a significant success in New Jersey,” said Kresimir Spajic, SVP online gaming at Hard Rock International.

“This is a very exciting moment for Kindred as we have been working hard to take this first important step into what will most likely become the largest betting market in the world. I’m also delighted that we have been able to team up with a true lifestyle and entertainment brand and I am confident that Kindred and Hard Rock Hotel & Casino Atlantic City will give New Jersey customers an absolutely great sports betting and gaming experience,” said Manuel Stan, SVP Kindred US.

In a press statement Kindred explained that it has been preparing to take this step for a long time and ‘…intensified its efforts when the US Supreme Court ruled against PASPA in May this year’. The agreement is part of Kindred’s ongoing process to secure regulatory approval, it added.