Kindred Group has unveiled the Kindred Sportsbook Platform (KSP) in Estonia, marking its first transparent entry into this market with the product.
Initially announced in February 2022, the KSP reflects Kindred’s strategy to internalize its sportsbook operations, reducing dependency on external vendors. This move is expected to enhance financial efficiency, as per company leaders.
Introducing itself as the “first chapter of an exciting new era,” the KSP’s launch in Estonia demonstrates the platform’s adaptability to local market demands.
Previously, Kindred’s parent company, Unibet, had only rolled out the KSP in smaller test environments. Estonia now stands as the first significant market to officially implement this technology.
In its debut week in Estonia, the KSP offered incentives such as profit boosts and rewards tied to local events like EuroBasket games and exhibition tennis matches held at the Unibet Arena in Tallinn.
The announcement of KSP’s Estonian launch included new features like bet builders and platform migration aimed at minimizing customer disruption.
The company views the Estonian market entry as just the beginning, intending to scale the KSP across all its operational territories.
Commenting on the launch, Kindred stated: “The introduction of KSP in Estonia goes beyond a technological milestone; it’s a testament to innovation with intent. We’re thrilled to bring a premier sports betting experience to our clientele, one market at a time.”
Previously operating in a test phase, KSP was discussed by Kindred Group CEO Nils Andén with EGR Global in July, where he highlighted the initial success and outlined a phased rollout timeline.
“We have already launched in a couple of test markets before the Euros with satisfactory progress,” said Andén. “We’re aligned with our projected timelines and anticipate KSP’s rollout across all our markets, though it will proceed gradually over a few years.”
KSP is set to succeed Kindred’s current partnership with Kambi, concluding in 2026. The in-house platform draws parallels to the operator’s proprietary horse racing betting platform.
In an exclusive interview with EGR, Kindred’s former director of sportsbook, Andreas Reimblad, revealed further details on the KSP’s development earlier this year.
The article originally appeared on EGR Intel, titled “Kindred Group confirms in-house sportsbook platform now live in Estonia.”