Kindred has announced that its proprietary tech platform is now live in New Jersey, which the business said provides it with a “richer” set of analytics and data.

The New Jersey Division of Gaming Enforcement (NJDGE) gave final approval for the platform’s launch earlier in the year. Kindred is currently active in the New Jersey gaming market through its flagship Unibet brand.

The company described the new platform as an “important” step in rolling out the enhanced offering throughout all its gambling services in the US.

Kindred said the platform improves the customer experience through customisable and personalised content and products and gives Kindred access to better analytics and flexibility. The company added that this will allow the operator to create a safer environment for its consumers.

Kindred enhanced platform live in New Jersey

Kindred CEO Henrik Tjärnström said he was “proud and grateful” of the product the business’ team had created.

“However, the true winners are our customers in New Jersey who now will have access to a platform that will give them a safer and more enjoyable gambling experience,” he said.

“We are now preparing to roll out the tech platform to all the states we operate in. Our aim is to migrate Pennsylvania to the Kindred platform during the second half of the year.”

The US is not the first market Kindred has launched its tech platform in, having already integrated the system into Kindred’s European and Australian brands.

In April, Kindred said it was conducting a review of “strategic alternatives” that it said could result in a potential sale, merger or partial sale of the business.

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