Continuing to place a greater emphasis on its racing product, Kindred Group has developed and launched a new proprietary racing platform for its UK and Irish customers.
The new platform will offer customers a 24-hour service across all major racing territories and will serve as a strong complement to the group’s existing sportsbook products.
The launch of this new platform acts as part of an overall expansion in the UK, supported by an existing staff infrastructure and client base from the StanJames.com acquisition in late 2016. Racing is seen as a key component in the complete sportsbook offer across both the UK and Ireland. Looking ahead, Kindred will look to localise and extrapolate the racing product for subsequent launch across the group’s other key jurisdictions.
Group Head of Global Racing, Ben Colley, commented: “It’s been great to finally get the platform out of beta and in front of our customers old and new, showcasing the Grand National meeting to best effect. Complementary to the excellent Kambi sportsbook, we expect this new platform for all things racing to quickly become a best of breed example, fully supported by experienced and knowledgeable trading and risk teams in both Gibraltar and Sydney.
“Next steps are to continue to develop and augment the platform to reach a point of excellence in our key racing territories of the UK, Ireland and Australia, then to localise and launch the experience for our individual European markets.
“We have really aimed at appealing to both the experienced racing bettor, such as those we have retained for so long at StanJames.com, and the younger, recreational player that can enjoy all of our rich features such as race write ups, tips and live streaming in as many domestic and international tracks as we can for both horses and dogs, creating a truly plentiful, 24/7 racing experience.”
Kindred has a significant sponsorship portfolio in the UK and Ireland including the Road to Cheltenham race series, culminating in the Unibet Champion Hurdle, as well as the blue ribband properties through their 32Red brand, such as the 32Red King George VI Chase. Kindred also maintains several high-profile racing ambassadors such as Nicky Henderson, Jessica Harrington and Richard Hannon including jockeys Jamie Spencer, Nico de Boinville and Paddy Brennan amongst other high-profile names.