Kindred Group Fortifies Its NJ Sports Betting Plans, Partners With Scientific Games

New Jersey and the US sports betting industry have another partnership.

On Friday, Kindred Group (formerly Unibet Group) announced a three-year partnership with Scientific Games. Under the agreement, Kindred will use the Open Platform System and Open Gaming System in New Jersey.

Dylan Slaney, senior vice president of gaming at Scientific Games Digital, issued the following statement in a press release:

“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.”

Kindred gains entry to the US sports betting market

Two weeks ago, Kindred inked a deal with Hard Rock Atlantic City.

The agreement allowed Kindred to pursue a Casino Service Industry Enterprise License in New Jersey. If approved, Kindred could operate a complete NJ gambling site.

The time it takes to launch a sports betting platform without a US-based technology partner could be lengthy. Kindred solved that problem by reaching an agreement with Scientific Games.

Scientific Games already has a license in New Jersey and will improve Kindred’s online casino and NJ sports betting launch timelines.

Manuel Stan, senior vice president for Kindred US, talked about the importance of the customer experience and the potential to launch quickly:

“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.”

At least for now, the agreement is for New Jersey only. There is an option to extend the partnership beyond the initial three-year period and into other states — especially as more sports betting markets come online.

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Scientific Games is spreading the love

Last month, Nevada-based Scientific Games partnered with Caesars Entertainment to power the casino’s sports betting in New Jersey and Mississippi.

Since then, two of Caesars’ three Atlantic City casinos, Bally’s and Harrah’s, opened temporary sportsbooks. Additionally, its properties in Mississippi, Horseshoe Tunica and Harrah’s Gulf Coast, also launched sports betting.

The big push to become a dominant player in the online gaming market began at the beginning of 2018. It was then that the company officially acquired NYX Gaming Group, and it has been all good news since then.

Kindred and Scientific Games have the history and experience to penetrate what is shaping out to be a highly competitive online gaming market.

New Jersey currently has five mobile sportsbooks including first-to-market DraftKings Sportsbook. But that number will increase in the coming weeks as the NFL regular season kicks off on Sept. 9.

Now it is up to the Division of Gaming Enforcement. If it approves Kindred’s license, or at the very least, issues a temporary provisional license, expect Kindred to be a part of the next wave of NJ online sports betting and online casino launches.

About the Author

Kim Yuhl

Kim Yuhl has been covering the US online gambling market since 2013. Her work is featured on various sites and covers sports betting, online casino gambling, and online poker. Kim is a full-time traveler and vlogger and is currently slow traveling to 60 countries. You can follow her travels at and on YouTube at kimandway.