Kindred Group (previously Unibet Group) has selected SG Digital, a division of Scientific Games as its technology partner in the US. The firm will use SG Digital’s Open Platform System (a player account management platform) and Open Gaming System (a game aggregation technology) to enable a short time to market and thereby the ability to serve US customers in the near future.

The agreement covers the state of New Jersey, where SG Digital already has a license, but the aim is to extend the partnership to other US states if, or when, Kindred decides to broaden its American presence. Both outfits have signed a three-year agreement, with the option to extend thereafter.

“We are delighted to partner with SG Digital in the US, giving us swift access to the market and our coming US customers a truly great gambling experience on a top technology platform. Kindred has always put the customer at the heart of our operations and ensuring that they can enjoy gambling in a safe, secure and stable environment is crucial for us,” commented Manuel Stan, SVP Kindred US.

Dylan Slaney, SVP Gaming at SG Digital, explained: “This partnership signifies a bright future for SG Digital and Kindred in New Jersey. The growing market will benefit greatly from our Open Gaming System and Open Platform System technologies, and we’re thrilled to work with Kindred.”

SBC Americas analysis: This latest deal follows hot on the heels of Kindred’s recently announced partnership with Hard Rock Hotel & Casino Atlantic City to pursue a Casino Service Industry Enterprise License in the Garden State. A clear pattern is emerging; where US sports betting is concerned it’s a case of get in quick and get in with the right partner. New Jersey looks like an exciting place to be right now!