Kindred recruiting for propriety sportsbook

Kindred Group will develop its own proprietary sportsbook solution to reduce reliance on third-party suppliers.

Sweden.- Kindred Group Plc has announced a global recruitment drive and more details on its plans to develop its own sportsbook platform.

In Kindred’s biggest technology initiative to date, the company will redevelop and expand its Kindred Racing Platform (KRP) into a fully fledged in-house sportsbook solution.

The company said the move aims to reduce its dependence on third-party providers. It will double the size of its sportsbook division from 200 to 400 employees and turn it into a global division operations across Kindred’s markets in Europe (Malta, London, Sweden, Gibraltar), North America and Australia.

Kindred is seeking key leadership positions including a trading operations team director, head of trading (in-play and pre-match) and sportsbook commercial relations team lead. It’s also seeking candidates for positions in customer services, engineering product development and operations management.

Chief product officer Erik Bäcklund said: “What underpins our strategic intention is moving away from being a sales and marketing-led business, towards a product and customer experience (CX) focused organisation. A key part of this strategy is having full control of our product suite.”

He added: “Big headlines for the KSP include the broad integration of fast, rich data, sophisticated presentation algorithms and automation in as many operational areas as possible. This includes trading and margin management.

“It is not just about efficiency, but about creating a consumer-relevant sports betting product that offers a consistent and rewarding user experience for our customers.”

Last month, Kindred Group sent an open letter to the British government’s All-Party Parliamentary Group (APPG) for Gambling-Related Harm and Peers for Gambling Reform calling on them to accept the use of industry evidence in debates on the future of British gambling legislation.

Meanwhile, Kindred has refused to stop offering its services in Norway despite the threat of fines from the national gambling regulator, Lottstift.