New 24-hour racing platform for UK and Irish Kindred customers

New 24-hour racing platform for UK and Irish Kindred customers

Tuesday, April 24, 2018 Posted by Joseph Streeter
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The new platform has been launched to the UK and Irish market

Utilising its in-house development portfolio, Kindred Group has launched a new 24-hour racing platform for its UK and Irish customers.

Appealing to a varied audience and affirming Kindred’s continued focus on racing, the new platform offers customers coverage across all major racing territories, and will serve as a strong complement to the Group’s existing sportsbook products.

When asked about the importance of the group’s expansive racing Ben Colley, Head of Global Racing and Sportsbook UK, told “Given what we have seen with the acquisition of both (UK/Ire) and BetChoice (Aus) in recent years, both of whom are highly associated with racing, we saw a need to complement our current offering with a race betting environment that has sufficient coverage and depth of content to appeal to the more astute racing bettor, while remaining clear and simple enough to appeal to the more recreational player as well.

“We wanted to create a product with an impression of there always being something available, quickly, and where possible with user-friendly content and live streaming. While our new platform caters for our most experienced customers, it is not essential to be a horse racing 'guru' to enjoy the sport with Kindred and we are well on the road to achieving just this with our new racing platform.”

Detailing how the move strengthens Kindred’s continued commitment to racing, he added: “Racing, globally, is a fantastic betting medium and with more and more rights becoming available internationally, not just race cards and trading data, but rich content and live media, now is the perfect moment to be ahead of the curve when it comes to embracing the sport.

"Not only does it fully support our strategic position within the UK and Australia, but there is a groundswell of racing heritage in the majority of our territories and we look forward to localising and rolling out the new platform over the coming months.”

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, as well as jockeys Jamie Spencer, Nico de Boinville and Paddy Brennan.

Totally Gaming says: Racing will always maintain a strong position as a key component of any operator’s portfolio, especially in the UK and Irish markets. This move for Kindred outlines that it’s looking to stand out in a tough market by utilising a strong racing offering to enhance its already renowned sportsbook.


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