Kindred Group has launched its own racing platform for customers in the UK and Ireland, as part of an increased focus on the sport.
The launch coincided with the Grand National meeting at Aintree. As part of an expansion programme, Kindred Group – previously Unibet Group – supported by the acquisition of StanJames.com and its existing staff and the client base, racing is seen as a a key component in the complete sportsbook.
In the future, Kindred will localise and extrapolate the racing product for launch across other key jurisdictions.
Kindred Group’s head of global racing Ben Colley said: “It’s been great to finally get the platform out of beta and in front of our customers old and new, showcasing the Grand National meeting to best effect.
“Complementary to the excellent Kambi sportsbook, we expect this new platform for all things racing to quickly become a best of breed example, fully supported by experienced and knowledgeable trading and risk teams in both Gibraltar and Sydney.
“Next steps are to continue to develop and augment the platform to reach a point of excellence in our key racing territories of the UK, Ireland and Australia, then to localise and launch the experience for our individual European markets.”
Kindred has a sponsorship portfolio in the UK and Ireland including the ‘Road to Cheltenham’ race series, culminating in the Unibet Champion Hurdle, as well as the blue ribband properties through their 32Red brand, such as the 32Red King George VI Chase.
