Income Access will power Kindred Group’s new US-focused affiliate program as the gambling operator is looking to expand in the US online gambling space through the recent launch of its Unibet brand in New Jersey.
Launching its new US-facing affiliate program on the Income Access platform, Kindred, Unibet and their affiliates will be able to benefit from dynamic tracking software and in-depth reporting, rich ad serving functionality, and flexible commission scheme.
In addition, affiliates will be able to monitor and optimize their digital marketing campaigns via actionable data. Both Kindred Affiliates and the program’s marketing partners will also be offered the benefit of Income Access’ security and fraud verification tool.
The launch of Kindred’s Income Access-powered affiliate program follows the recent payment processing agreement the gambling operator penned with the digital marketing firm’s parent company, Paysafe. The deal saw the payments provider extend its services to Kindred’s Unibet brand.
Commenting on their new US affiliate program, Kindred’s Head of Affiliates, Ryan Henderson, pointed out that with its strong presence in the US gaming space, Income Access “understands the intricacies of navigating this complex market.” Mr. Henderson added that their partnership will allow Kindred to “leverage those benefits as well as tap into its network of affiliates” to expand its business across the US.
Income Access General Manager Tara Wilson said that they are delighted to partner with an operator with the industry experience and reputation of Kindred and that the partnership will further strengthen their position in the US online gaming and sports betting market.
US Focus
Kindred debuted its flagship Unibet brand to the New Jersey online gambling market earlier this month. The operation’s entry into the state marked its parent company’s first commercial presence in the US online gambling market.
Unibet launched its online casino product in New Jersey through a previously communicated partnership with Hard Rock Hotel & Casino Atlantic City, one of the latest additions to the state’s casino market.
Kindred US SVP Manuel Stan said earlier this month that the company had prepared for the recent launch of Unibet in New Jersey “for a long time” and that they were excited to “take another step into what will most likely become the largest betting market in the world.”
Kindred is also planning to launch sports betting in New Jersey at a later stage. The state went live with wagering in June 2018, a month after the US Supreme Court struck down a federal ban on sports gambling. A year after the legalization of sports betting in the state, New Jersey’s sportsbooks have handled more than $3 billion in bets, with 80% of those coming from mobile devices.
Next in line for Kindred will be Pennsylvania, the company believes. It has signed a strategic partnership with Mohegan Sun Pocono, which will enable it to expand into that market, as well. Pennsylvania legalized online gambling and sports betting in the fall of 2017 as part of a massive gambling overhaul.
The state went live with in-person sports betting last November, while its first digital sportsbook launched last month. Online casino gaming is expected to go live in mid-July.
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