Unibet opens online sportsbook in New Jersey

Kindred Group’s flagship Unibet brand today launched its first US online sportsbook in the state of New Jersey.

The online sports betting site, available at nj.unibet.com, has gone live three months after the operator launched online casino gaming in the state.

The launch is part of the operator’s partnership with Hard Rock Hotel & Casino Atlantic City and the launch of the sportsbook will trigger a significant marketing push, according to Kindred Group.

Kindred SVP of US Manuel Stan said: “We are very excited to launch our first sportsbook in the US and being able to give our customers in New Jersey a first-class sports betting experience.

“To be able to do this in partnership with a brand as strong as Hard Rock Hotel & Casino who share our vision to be a leader in the US market is a great feeling.

“We are also very pleased to extend the strong bond we have with Kambi as our sportsbook supplier, who we have worked closely with for the past 22 years in Europe and in Australia.

“We have been preparing very thoroughly for this moment for a long time and are ready and excited to become a part of what most likely will become the largest betting market in the world,” he added.

Eilers & Krejcik analyst Chris Grove suggested the company may be more focused on its casino product than sports in New Jersey.

They are thinking that there’s still enough room in online casino to justify establishing a foothold in the US and you might as well do sports?

— Chris Grove (@OPReport) September 10, 2019

Kindred moved its US operations into a new office in New York’s financial district in July.