Kindred goes live with proprietary racing platform
Operator says new product will support its expansion in the UK and Ireland
Kindred has launched its new proprietary racing platform for UK and Irish customers, as the firm looks to increase its focus on the sport.
The Swedish operator previously used Kambi’s racing product, but saw an opportunity to leverage the racing expertise of the Stan James team with its own platform.
Kindred said the new product, officially unveiled before last week’s Aintree Festival, will be localised and launched across other key markets in the coming months.
“It’s been great to finally get the platform out of beta and in front of our customers, old and new,” said Kindred group head of global racing, Ben Colley.
“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.”
The firm said racing was a key component of its plans to expand in the UK.
Colley added: “We have really aimed at appealing to both the experienced racing bettor, such as those we have retained for so long at StanJames.com, and the younger, recreational player that can enjoy all of our rich features such as race write-ups, tips and live streaming in as many domestic and international tracks, creating a truly plentiful, 24/7 racing experience.”
Kindred has built up a significant racing sponsorship portfolio in the UK and Ireland including title sponsorship of the Unibet Champion Hurdle, the 32Red King George Chase, as well as signing brand ambassadors like Nicky Henderson and Nico de Boinville.