Kindred Group brand Unibet has launched its first online sportsbook in the US in New Jersey. The move follows three months on from the firm’s online casino debut in the Garden State. The sportsbook launch, part of its collaboration with Hard Rock Hotel & Casino Atlantic City, will trigger the onset of a significant marketing push focused on the start of the new football season. 

Kindred Group successfully secured a Casino Service Industry Enterprise License in New Jersey together with Hard Rock Hotel & Casino Atlantic City in 2018 and has since been preparing for this important step said the firm.

Manuel Stan, SVP Kindred US, explained: “We are very excited to launch our first sportsbook in the US and being able to give our customers in New Jersey a first-class sports betting experience. To be able to do this in partnership with a brand as strong as Hard Rock Hotel & Casino who share our vision to be a leader in the US market is a great feeling.”

He added: “We are also very pleased to extend the strong bond we have with Kambi as our sportsbook supplier, who we have worked closely with for the past 22 years in Europe and in Australia. We have been preparing very thoroughly for this moment for a long time and are ready and excited to become a part of what most likely will become the largest betting market in the world.”

Kindred added in its statement that it will continue to invest in growing its US operations and the next step will be the launch in Pennsylvania in the coming months, following its partnership with Mohegan Sun.