2nd launch with Caesars

Kindred's Unibet expands into Iowa in time for new NFL season

The signed agreement is with Harrah’s Council Bluffs Casino in Council Bluffs, Iowa.
2021-09-01
United States
Reading time 1:58 min
This expansion marks Kindred’s fifth state in the US. The agreement is with Harrah’s Council Bluffs Casino, as part of the multi-state partnership signed with Caesars in 2020. The new deal spans over ten years, with an option of extending for two additional five-year periods. The next launch for the European operator will be Arizona, and it has conditional market access in California, Illinois, Ohio and three additional states.

Kindred has taken another step within its expansion plan in the US by securing access on its fifth state, Iowa, announced the company on Wednesday.

This marks Kindred’s second launch as part of a multi-state partnership with Caesars, signed in 2020. The signed agreement is with Harrah’s Council Bluffs Casino in Council Bluffs, Iowa, according to a press release. The state marks Kindred’s fifth after launches in New Jersey, Pennsylvania, Indiana and Virginia.

We are truly excited to expand our Midwest footprint via the multistate agreement with Caesars Interactive Entertainment and bring a top sports betting offering to the Iowa customers,” said Manuel Stan, SVP Kindred US.

Kindred is set to establish its position in Iowa through its flagship brand Unibet, and the agreement spans over ten years, with an option of extending for two additional five-year periods.

The launch in the state will be in line with the start of the new football season, slated Sept. 9. “This will put Unibet in a great position to capture the expected surge in demand triggered by the start of both pro and college football seasons,” described the company in its statement.

“From Iowa’s biggest rivalries between the two home college teams, Cyclones and Hawkeyes, to the anticipation of its bordering state, Kansas City’s journey to the Super Bowl – we are expecting an increasing interest from returning customers as well as newly acquired customers,” further added Stan.

The Iowa Sportsbook app will be available for customers both in Apple Store and Google Play Store. 

The company expects its next important launch, which will be Arizona, to go live “soon”. Moreover, the group has conditional market access in California, Illinois, Ohio and three additional states. “Kindred will continue to invest in growing its US operations where market conditions support a sustainable business model,” concludes the company’s statement.

Kindred’s license to operate in Arizona was granted August 30, in partnership with the Quechan Tribe, in anticipation of sports betting going live on Sept. 9. This agreement also gives the company conditional market access to California.

“California is likely to become one of the largest markets in the world, with yearly revenues expected to pass $2 billion, while Arizona is expected to reach $200 million yearly sports betting revenues at maturity,” said Manuel Stan in February, when the partnership was announced. “Securing early access to these two key states puts us in a great position to prepare a successful launch together with a great partner with a strong local presence.”

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