Three months after the debut of its online casino in New Jersey, Unibet, the flagship brand of Kindred Group, rolled out its first US online sportsbook.

It won’t be Unibet’s last.

In a press release announcing the launch of its New Jersey sportsbook, Kindred said it plans to launch its Pennsylvania sportsbook in the coming months through its partnership with casino operator Mohegan Sun.

The press release also indicates a ramping up of advertising for Unibet (a virtually unknown brand in the US): “The sportsbook launch will trigger the launch of a significant marketing push focused on the start of the new season.”

Unibet in New Jersey

Unibet’s New Jersey sportsbook was launched in conjunction with Kindred’s supplier, Kambi, and through its partnership with Hard Rock Casino Atlantic City.

“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”, Manuel Stan, SVP Kindred US, said in the press release.

“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,” Stan said. “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.”

Is the NJ Sports Betting Market Nearing a Saturation Point?

As a late arriver, Unibet NJ faces the unenviable task of carving out space for itself in the increasingly crowded and hyper-competitive New Jersey sports betting market. That could prove difficult for the Unibet brand.

The company is a powerhouse in Europe, but its online casino is lagging behind other recent, better-known market entrants like DraftKings, FanDuel, and to a far lesser extent Bet America.

However, DraftKings, FanDuel, and BetAmerica can leverage their existing online sportsbooks to cross-sell their casino products (and vice versa).

With the launch of its sportsbook, Unibet will no longer be disadvantaged. Unibet’s online casino market share should experience a significant bump in the coming months, as the two verticals feed off one another.

Scroll to Top