Online gambling organisation Kindred Group has unveiled a deepening of its relationship with Kambi, at strives to offer the New Jersey market a full range of “first class sports betting and casino products,” under the Unibet brand.

Extend its current agreement to encompass the Garden State, demonstrating the “strong partnership” already enjoyed, the addendum to the current contract is to give Kindred access to Kambi’s sports betting platform in New Jersey.

Making its US debut in the region, Unibet US is also set to be powered by SG Digital‘s Open Gaming Platform and Open Gaming System, as lead systems provider.

Max Meltzer, chief commercial officer at Kambi, explained: “The partnership between Kambi and Kindred, which goes back many years, continues to deliver consistent sports betting growth in Europe and other parts of the world, illustrating Kambi’s ability to empower visionary operators to become sportsbook market leaders.

“As industry innovators, Kindred has leveraged the flexibility of the Kambi platform to develop truly unique and differentiated sports betting experiences for its players, and we look forward to supporting Kindred in bringing those to the US.”

This builds upon previous agreements already enjoyed by Kindred within the region, with a partnership already underway alongside Hard Rock Hotel and Casino Atlantic City, to pursue a Casino Service Industry Enterprise License, as the firm strives to deepen its footprint in the state.

“We are of course delighted to add this final piece to our product offering towards customers in New Jersey,” added Manuel Stan, SVP Kindred US. “Kindred and Kambi have a long and successful history together, which we intend to develop further as we prepare to enter the New Jersey market. I am particularly pleased that we are now ready to offer customers in New Jersey a truly great experience in a safe and secure environment.”