End of an era: Kindred on the closure of Stan James Online

Stan James Online ceased to exist as a betting brand yesterday after Kindred completed its migration of Stan James customers to the Unibet platform to align its UK-facing business under a single brand.

Many took to Twitter to voice fond memories of a bookmaker that led the way for in-play betting, although, this being social media, not all of the memories were positive.

It's Migration day!

When logging into your new account, please use this link in the first instance: https://t.co/AQTLRzhnkc

Used your email address or StanJames details to log-in.

FAQs can also be found here: https://t.co/KSsVub61Xr …

Welcome!

— Unibet Racing (@UnibetRacing) February 26, 2018

Following the migration, Unibet is in the midst of launching a new horseracing propriety platform to “ensure one of the best racing experiences on the market” for the Stan James punters that made the switch, backed up by insight from racing ambassadors like Nico de Boiniville and Jessica Harrington.

EGR spoke to Kindred Group’s UK general manager, Neil Banbury, about the difficulties associated with a large scale customer migration and striking a balance to keep customers happy on both sides.

EGR Intel: Why did Kindred decide to shelve Stan James in the UK in favour of Unibet?

Neil Banbury (NB): The UK is a big and competitive market, so we made the decision to combine our resources, experience and expertise under one sports betting brand. We could also see that the growth trend for Unibet on the back of previous investments was strong.

EGR Intel: What are some of the difficulties associated with a large scale customer migration?

NB: Major migrations such as this one is a huge technical project that involves teams from across the business working hard to ensure the process is as smooth and efficient as possible, especially for our customers. The migration also involves mapping duplicate accounts, closing product and experience gaps across the two brands and of course ensuring compliance in every way.

EGR Intel: What will improve for customers now that they are using Unibet instead of Stan James?

NB: Stan James customers will enjoy a far superior product, from enhanced cash out capabilities to greatly improved customer experience and player safety procedures. The Kindred platform is one of the most competitive in the market, enjoyed by over 21 million customers.

This approach ensures all UK customers have access to a first-class betting experience, including: live streaming of over 38,000 events in-play betting on over 180,000 events each year and industry-leading concessions.

We are also in the middle of launching the most comprehensive racing product on the market, including: 24/7 live streaming, competitive pricing on racing from across the globe, Best Odds Guaranteed and expert insight from ambassadors: Nicky Henderson, Nico de Boiniville, Jessica Harrington and Richard Hannon.

EGR Intel: Stan James punters have a certain nostalgia for the brand, why do you think that is?

NB: Yes, it’s true that there is a nucleus of ultra-loyal customers at Stan James, and part of our challenge is to ensure that they feel that we are making changes that will enhance their reason to stay with us. It is important to remember that we are not changing for change’s sake and we are hopeful that given a chance to familiarise themselves with the Unibet products, they will continue to enjoy the excellent level of services to which they are already used to.

EGR Intel: Stan James and Unibet customers are probably very different in terms of punting preference and history. Will you have to cater differently for the customers that have made the migration?

NB: We have been working closely with our supplier Kambi to ensure a truly anglicised betting experience for our customers. In tandem, we have been working hard to deliver a brand new proprietary racing platform to ensure a best of breed racing experience for this core segment of the Stan James customers. We are very proud of this new racing product and look forward to hearing our customers’ feedback.

EGR Intel: What has happened to Stan James Online staff? Will they be employed at Unibet now?

NB: The majority of those working with the Stan James brand will continue to serve our customers in the UK and concentrate their efforts to continue to build Unibet into a strong sports betting brand in this market. The move to the Kindred platform involved transferring the trading responsibilities for non-racing sports to Kambi, which has led to a number of roles have been put on risk of redundancy. The team in Gibraltar has been informed and Kindred is committed to ensuring this process is fair and smooth for those involved.

Sad to see the end of Stan James. They were the true innovator in their time with LIVE betting and they were always first out with tennis prices many moons ago. Could have been bigger than 365 but now cease to exist, mismanaged? A good warning to other firms.

— who_cares (@Willho2) February 26, 2018

Very sad to see @stanjames go. True innovators changed the landscape when compiling was king. Created what we know as in-play

— Thomas Winrow-Jones (@windross) February 25, 2018

Can’t imagine most of us older Lads didn’t have our first in play bet with @stanjames – when invision teletext pages were cutting edge. Sad to see it being retired as a brand today

— Marmo (@marmobet) February 25, 2018

https://twitter.com/nelson061185/status/967735798761230337

After today @stanjames will cease to exist.

There were simply no customers left after traders had been instructed since 2007 to close every punter's account who'd won more than 3 bets.

— Sports Critique (@Sports_Critique) February 25, 2018