Kindred appoints head of new US division for stateside push
Newly-appointed SVP of USA Manuel Stan says M&A is “absolutely” on the table as the firm looks to make up ground on rivals
Manuel Stan will take up the reins stateside having been promoted from his previous position of central brand marketing director.
Stan has worked for Kindred in various marketing roles since 2007 and will oversee a US-facing team on the East Coast, focusing primarily on New Jersey and New York.
He told EGR Intel: “As the biggest and most exciting market in the world is opening up, we are confident we can bring our European success to the US and be one of the top players in the market.
Kindred SVP USA, Manuel Stan
“My team will be responsible for launching the Kindred brands in the US, while trying to secure the best strategic partnerships and become a top player.
“In every market we operate, our ambition is to be a top player and US is no different to that – it will definitely be one of the hardest markets to crack, but our intent will remain the same,” he added.
Stan said New Jersey would be the firm’s first priority with Kindred evaluating each state and its regulations as they open up.
“Of course states like Pennsylvania and New York are extremely interesting, we are hopeful they will regulate in a way to allow a fair and innovative gaming environment,” he said.
One downside for Kindred is that they will be playing catch-up in the US with so many competitors already well-embedded in the market having prepared early for the PAPSA repeal.
William Hill for example is in a strong position through its partnership with Monmouth Park racecourse and Ocean Resort Casino, and the operator is looking to have the first legal US sportsbook up and running by the end of June, while GVC, 888 and Paddy Power Betfair are also established in the market.
“It is true that some European operators have already taken first steps in the US, so we will have some catching up to do,” said Stan, who refused to commit to using a specific brand in the market.
“We are confident however that we will come up with a proposition that will allow us to offer a superior experience for customers,” he added.
One potential route to catching up quickly could be M&A, with Stan confirming is “absolutely” on the table.
“We have always been relatively active on the M&A market and will keep on considering options with a good strategic and cultural fit,” he added.
“An interesting quote from our CEO is that historically our M&A activities resembled London buses, long silent periods and then two or more come at the same time.”