Kindred Group targets social media engagement with BetShare innovation

Kindred Group has launched its new BetShare innovation ahead of Euro 2020 to drive online engagement between sports bettors. BetShare allows Unibet users to customise their betslips with emojis, personalised backgrounds and additional text before sharing their selections to social media. It also features a paint tool for those customers who want to get creative. The concept is more intuitive on iOS where users can share directly to their social accounts. Android and desktop users will need to save the betslip as an image before posting online. BetShare – available in France for several years now – has been tailored for each territory so that the emoji, background and text options are relevant to each one of Unibet’s global operating markets.

Johannes Nijboer, Kindred Group head of sportsbook business development, told EGR: “This is about co-creation. Normally with our industry it is a one-way street in terms of communication. But now our players are creating value with us and collaborating alongside us. “We see it as a really good value creation mechanism to drive loyalty and drive retention,” he added. The tool can be found in the My Bets section of the Unibet sportsbook and there are no restrictions in place regarding the type of bet that can be shared, whether open, settled or cashed out. The Stockholm-listed operator has confirmed that all the available backgrounds will also contain responsible gambling messaging to ensure that players are reminded to gamble responsibly. “Unibet is the first major sports betting brand to bring a sharing tool of this kind to the market,” said Kindred Group CPO Erik Bäcklund. “The advantage of our players becoming content creators has become a fascinating topic of discussion at Kindred. “Our players are increasingly looking to share experiences and bets in our ever-expanding digital landscape and we are glad to be able to offer them this tool right ahead of the Euros.”