Unibet Ups Its NJ Online Gambling Plans With Evolution Gaming Partnership

Kindred Group solidified its NJ online gambling plans by extending its Evolution Gaming partnership this week.

On Dec. 12, Unibet and Evolution announced the details of a new partnership that will bring “Live Casino services to players in New Jersey.”

Kindred’s Unibet online casino product will likely make an appearance in New Jersey alongside its online sportsbook.

Kindred, Unibet and NJ online gambling

Kindred Group, the parent company of Unibet, and Evolution have an existing relationship in Europe with the Unibet Casino product.

Unibet, one of the biggest gambling and sports betting sites in Europe, is a newcomer to the US online gaming market. Evolution, on the other hand, opened its US studio in Atlantic City this past summer.

It now offers its live dealer games at Hard Rock online casino and 888 Casino.

This new deal with Kindred will help to establish the Unibet brand in the New Jersey market.

Cristiano Bianco, head of gaming for Kindred Group, said in a news release that the Unibet brand “has a strong footprint in Europe where it has enjoyed exciting growth in Live Casino, thanks in large part to our relationship with Evolution.”

“Now that Evolution has launched its U.S. studio, we look forward very much to establishing and growing the Unibet brand in New Jersey and, in due course, other U.S. states, too,”

A blend of online gambling options

Unibet is Kindred’s flagship brand and is operating in more than 100 countries. Besides live dealer games, it offers sports betting, poker, and bingo.

It should be no surprise then that Unibet won’t be just for NJ sports betting fans. Its tailored to NJ online gambling as a whole.

James Stern, director of business development and land-based sales at Evolution, also weighed in on the expanded Evolution partnership.

From the press release:

“As a long-standing Evolution partner, Unibet has witnessed and been a part of our phenomenal growth in other jurisdictions, including a number of newly regulated markets across Europe. We are delighted that they have chosen us for their own U.S. launch.”

No launch date was mentioned, but for Unibet, things are moving quickly on all fronts.

Unibet’s partnership with Hard Rock AC

In August, Kindred Group and Hard Rock Atlantic City reached a partnership agreement on offering customers Unibet-branded online gambling and sports betting.

Hard Rock is the only AC casino without an online or retail sports betting presence. (Caesars Atlantic City has an online sportsbook but does not have a retail book. It’s neighbor, Bally’s, does.)

This is likely to change next month as Hard Rock is expected to open its retail sportsbook possibly as early as January.

Meanwhile, a partnership is in place with Gaming Innovation Group to provide an “omnichannel sportsbook solution” for Hard Rock. 

Unibet would serve as one of three branded online sports betting skins permitted by the NJ Division of Gaming Enforcement. Hard Rock’s other known partner is bet365.

Claim $50 at FOX Bet

Kindred and Kambi have a deal, too

Last week, Kindred announced that it would be extending its relationship with Kambi, best known as the tech power behind the market-leading DraftKings Sportsbook.

The companies are extremely familiar with one another as Kambi was spun off from Kindred in 2014.

The agreement will provide Kindred access to Kambi’s sports betting platform in New Jersey.

Combined with the communicated agreement with SG Digital, Kindred will now be able to offer its customers “a full range of first-class sports betting and casino products under the Unibet brand.”

Manuel Stan, senior vice president of Kindred US, commented on the Kambi deal via a news release:  

“We are of course delighted to add this final piece to our product offering towards customers in New Jersey. Kindred and Kambi have a long and successful history together, which we intend to develop further as we prepare to enter the New Jersey market. I am particularly pleased that we are now ready to offer customers in New Jersey a truly great experience in a safe and secure environment..”

About the Author

Bill Gelman

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and world championship boxing at Boardwalk Hall. He is now adding NJ sports betting and online gambling to the mix.