Kindred Group has teamed up with Hard Rock Hotel and Casino in Atlantic City, New Jersey, as the online operator seeks to gain a foothold in the US betting and gaming market.

The five-year agreement, which includes an option for a further five, sees Kindred Group and Hard Rock Atlantic City pursuing a Casino Service Industry Enterprise Licence in New Jersey.

The agreement represents Kindred’s first steps towards offering US customers online sports betting and gaming services.

In a statement, Kindred said the collaboration between “two strong international brands, will combine Hard Rock’s first-class lifestyle and entertainment experience with Kindred’s state-of-the-art digital innovation and data analysis, creating a strong offering in the New Jersey market.”

Kresimir Spajic, senior vice president of online gaming at Hard Rock International, added: “Hard Rock is proud to partner with one of the fastest growing operators in the industry. We are hopeful that Kindred’s international experience and commitment to innovation will translate to a significant success in New Jersey.”

“This is a very exciting moment for Kindred as we have been working hard to take this first important step into what will most likely become the largest betting market in the world,” added Manuel Stan, senior vice president at Kindred US.

“I’m also delighted that we have been able to team up with a true lifestyle and entertainment brand and I am confident that Kindred and Hard Rock Hotel and Casino Atlantic City will give New Jersey customers an absolutely great sports betting and gaming experience.”

Kindred said it has been preparing to take this step for a long time and intensified its efforts when the US Supreme Court ruled against PASPA in May. The agreement is part of Kindred’s ongoing process to secure regulatory approval.