One of Europe’s largest sportsbooks made its American debut last week, after the Malta-based Unibet launched an online / mobile app in New Jersey.
Established in 1999, the Unibet online sportsbook and iGaming platform serves customers in more than 100 nations. The company’s online / mobile casino went live in the Garden State back in June, and the addition of its flagship Unibet sportsbook marks a more significant milestone.
Unibet is the most recognizable sports wagering brand included within the Kindred Group, which also comprises European-facing iGaming entities such as 32Red, Stan James, and iGame.
In a press release announcing Unibet’s launch throughout New Jersey, which took place on September 10, Kindred Group U.S. senior vice president Manuel Stan commented on the company’s first foray into the growing American sports betting marketplace:
“We are very excited to launch our first sportsbook in the US and being able to give our customers in New Jersey a first-class sports betting experience.
To be able to do this in partnership with a brand as strong as Hard Rock Hotel & Casino who share our vision to be a leader in the US market is a great feeling.”
Users will likely find the software platform developed by Kambi to be familiar, as the business-to-business sportsbook interface provider also powers the DraftKings, SugarHouse Sportsbook, and 888 Sport online / mobile apps in New Jersey.
When it launched New Jersey’s first online / mobile sportsbook in August of last year, DraftKings tabbed Kambi to provide odds and backend services. And through its latest collaboration with Unibet, the Kambi platform is now attached to the state’s 17th licensed online / mobile bet shop.
Stan also praised Kambi – another Malta-based company affiliated with Unibet since the latter’s founding – in his official statement:
“We are also very pleased to extend the strong bond we have with Kambi as our sportsbook supplier, who we have worked closely with for the past 22 years in Europe and in Australia.
We have been preparing very thoroughly for this moment for a long time and are ready and excited to become a part of what most likely will become the largest betting market in the world.”
The online / mobile sportsbook at NJ.Unibet.com operates under the iGaming license held by the Hard Rock Hotel & Casino in Atlantic City.
Unibet also teased plans to enter a second American state by launching its online / mobile sportsbook in neighboring Pennsylvania. Kindred Group announced a licensing arrangement with Mohegan Sun in January, and the Keystone State began offering online / mobile sports wagering in May.
In the company’s first localized marketing partnership, Unibet announced a multi-year sponsorship deal with the New Jersey Devils of the National Hockey League (NHL) this week.
The centerpiece of Unibet’s union with the team involves Hall of Fame goaltender Martin Brodeur – the NHL’s all-time wins leader who led the Devils to three Stanley Cup championships during his 21-year career – as a Unibet Brand Ambassador
In a statement, Brodeur – who also serves as executive vice president of business development for the Devils – said bettors will love Unibet’s commitment to hockey offerings:
“New Jersey Devils fans are some of the most passionate and educated hockey fans in the world.
The sportsbook app developed by Unibet offers dedicated Devils fans a really special, new way to engage with the game they love.”
Unibet’s head of U.S. marketing Arnas Janickas said a relationship with the Devils – who played a special game in Sweden where the bookmaker was initially founded – was based on natural synergy:
“We are incredibly excited over our partnership with New Jersey’s beloved Devils, and especially over welcoming goaltending legend Martin Brodeur to our team.
Together with the Devils and Prudential Center, Unibet players will enjoy a greater entertainment and hospitality experience, and now with our newly launched Sportsbook in New Jersey we anticipate a long and successful partnership with the Devils.”