Online gambling operator Kindred Group has officially gone live in the New Jersey market with its flagship brand, Unibet, through a partnership with Atlantic City’s Hard Rock Hotel & Casino.

Kindred inked a partnership agreement with the Boardwalk gaming property last summer. The company then successfully obtained a Casino Service Industry Enterprise License from the New Jersey Division of Gaming Enforcement. The license enables Kindred’s Unibet to provide online casino games to New Jersey-based gambling customers.

Internet gaming is the state’s fastest growing gambling vertical. According to the latest stats by the Division of Gaming Enforcement, the sector recorded a 52.4% revenue growth during the first four months of the year to $141.1 million. New Jersey went live with online casino games and online poker in November 2013. The state’s digital gaming industry has generated more than $1.1 billion so far.

Commenting on the recent launch into the New Jersey market, Manuel Stan, SVP Kindred US, said in a Tuesday press release that they are thrilled that they “can now offer New Jersey customers a truly great gambling experience on a top technology platform in a sustainable safe and secure environment.”

Kindred has previously signed a supply deal with SG Digital, the Internet gambling arm of Scientific Games, to use the provider’s Open Platform System (a player account management platform) and Open Gaming System (SG Digital’s gaming content aggregation technology)

What’s Next for Kindred in the US?
Kindred said on Tuesday that its US expansion plans are not limited to online gaming in New Jersey. The Malta-based online gambling group has also been eyeing entry in the state’s newly opened sports betting market.

Kindred announced late last year that it has extended its partnership with provider of sports betting products Kambi to also include the operator’s venture into the New Jersey betting market. The company said on Tuesday that its sports gambling operation is expected to go live in the state “in the near future.”

Of their US expansion strategy, Mr. Stan said that the announcement about their New Jersey launch was “the first one in a line of hopefully many more, since we believe in the importance of the US market.” The company official added:

Next in line will most likely be Pennsylvania and Kindred’s strategic partnership with Mohegan Sun Pocono.

Pennsylvania legalized online gaming and sports betting in the fall of 2017 as part of a sweeping gambling overhaul of the state’s gambling industry. SugarHouse Casino in Philadelphia together with Rush Street Interactive launched last month Pennsylvania’s first online sportsbook. Online casino games are expected to become available in the state within the next few weeks.

Kindred is set to operate in Pennsylvania through a five-year partnership with Mohegan Sun Pocono in Plains, Pennsylvania. The property is operated by Mohegan Gaming & Entertainment, the gambling business of Connecticut’s Mohegan Tribe.

New Logo for Unibet
In line with its official entry into the US market, Kindred also announced that it has updated the logo of its Unibet brand to “better cater for today’s mobile first environment with high legibility in small digital spaces.”

The logo has been fully designed and realized by the operator’s in-house creative design team. The company said in a Tuesday press release announcing the new logo that its designers were faced with the challenging task to modernize the classic logo while “staying true to Unibet’s heritage.”

The new logo will be used globally, Elen Barber, Chief Marketing Officer at Kindred, said on Tuesday. She went on to say that they believe the change will be “the right mark for the progressive Unibet brand and we are all very excited about what it will bring going forward.”

Follow us on Facebook and Twitter to stay up to date on the day’s top casino news stories.

This article is a reprint from CasinoNewsDaily.com.   To view the original story and comment, click here.