UK iGaming Firms Unite

‘Kindred Group Extends Playtech Partnership – US Connections Possible?’ (image source:

The UK gambling tech giant, Playtech, announced an extended partnership with another UK gambling giant – Kindred Group to launch the Playtech casino collection across Kindred Group’s nine brands.

Now, this is a big deal because Kindred not only operates in Europe but is also one of the biggest iGaming providers in the USA!

The new deal includes flagship brand, Unibet following Playtech’s successful launch on Kindred’s Unibet UK and .com sites. Playtech Casino will subsequently be launched in other international regulated markets including Belgium, Sweden and Romania.

As such, all nine of Kindred Group’s brands will enjoy access to Playtech’s newest game releases and extensive live dealer gaming collection. These include Age of the Gods™ slots and Bonus Roulette, the Fire Blaze™ Jackpot series, Adventure Beyond Wonderland live wheel of fortune, and these games will join other games powered by some of the biggest gaming studios in the industry like Origins and Quickspin. 

Mutually Beneficial Partnership As UK iGaming Firms Unite!

The partnership is likely to be a mutually beneficial one, with both companies sharing similar values and business practices when it comes to safe gaming. David Robertson, Head of Casino at the Kindred Group, emphasized his happiness to be working with Playtech long term and looks forward to providing the group’s international market with Playtech’s high-quality games. 

Shimon Akad, Chief Operating Officer at Playtech, shared the same view, stating that Playtech is committed to “partnership with the right companies to bring great entertainment to new and growing markets”. Kindred Group players can look forward to Playtech’s gambling software and popular products including live casino, sports betting, virtual sports and bingo. While Playtech can benefit from Kindred Group’s 20 years of experience in the online gaming industry and an established international customer base, Kindred can also benefit from Playtech’s 2 decades within iGaming.

Does This Mean Playtech Can Further Beef Up Its US Presence?

Kindred already operates with sportsbooks and online casinos in states such as Ohio, Illinois, New Jersey, Pennsylvania, Iowa, and Indiana. Meanwhile, Playtech has been busy making deals of its own in the US. Playtech will go live with Parx Casino in 3 states and the company made a deal with IGT recently for online slots distribution. There is certainly precedence for a US deal here to extend into more lucrative US online gambling markets. What’s more interesting is its sports market interests are growing thanks to a land-based sports kiosk deal with Novomatic which puts Playtech in 11 sports betting markets in the country.

What we would all like to see is Playtech Live table games come online in the US. However, that will take time! What is interesting is that the Playtech US expansion should have a positive effect on the companies shares which have been rising rapidly over the last 12 months despite a sharp drop over the last week!

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