Kindred Group looks to make inroads Down Under with new marketing drive

Online gambling operator Unibet, part of the Malta-based Kindred Group, intends to use aggressive marketing techniques to increase its share in the Australian gambling market, according to The Australian Financial Review.  

Despite entering the market back in 2012 after purchasing local firm Betchoice, Unibet is still relatively small in the Australian market, particularly in comparison to the likes of Tatts, Tabcorp and international competitors such as bet365 and William Hill. However, the Sweden-listed gambling operator hopes to boost the brand recognition with this large-scale advertising initiative.

Australia’s sports betting landscape is set to change significantly after the Australian Competition Tribunal approved last week the merger between the local gambling giants Tabcorp and Tatts. According to analysts, the deal could actually trigger further consolidation activities.

Further reports suggest William Hill and local betting operator CrownBet have been in discussion to merge their Australian operations in a bid to create a stronger market stakeholder. Gambling experts have pointed out that the move could indeed benefit the two operators amid the changing conditions.

Kindred Group CEO Henrik Tjarnstrom told the Australian Financial Review that they will remain committed to Australia, despite their relatively small stake in the country’s gambling market. The gambling executive further commented that Australia is a market with great potential, as the demand for gambling services is big and the country is relatively wealthy.

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