The Kindred Group has introduced a new racing platform to serves its customers in the UK and Ireland.
Since Kindred has targeted the Grand National as its key component in the plan to increase its UK presence, the launch of the new platform will be timed with this year’s edition of the huge race.
The effort is also supported by their acquisition of Stan James in 2016.
The new platform offers customers a 24-hour service across all major racing territories that will work hand-in-hand with its existing sportsbook product. As the Stan James brand has been discontinued, the new platform is designed for experience players and provides an ease-of-use for punters new to the company.
There will be race write-ups, tips and live streaming for a range of domestic and international horse and dog races.
With the launch of the new platform, Kindred also plan to increase the platform to other viable markets including Australia.
The head of racing for Kindred group, Ben Colley stated that; “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.”
He added that “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”. Colley also revealed that Kindred’s next moves ” 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.”
According to Colley, Kindred Group also seeks to use the launched platform to influence its racing sponsorship portfolio. Kindred currently support the Road to Cheltenham while its Unibet brand sponsors the final race series of the event known as the Unibet Champion Hurdle. Through the 32Red brand, the operator also sponsors other races and others like Paddy Brennan, Nico de Boinville and jockeys Jamie Spencer
The operator uses Richard Hannon, Nicky Henderson, and Jessica Harrington as ambassadors.
