indred has opened its doors in New Jersey under its flagship brand Unibet, marking the global gambling group’s first commercial presence in the US. The company has also announced it updated the classic logo of Unibet, to ‘better cater for today’s mobile-first environment with high legibility in small digital spaces.’
As reported in a statement, the firm looks forward to also offering sports betting products in the near future, through its previously announced partnership with Hard Rock Hotel & Casino Atlantic City.
"We are thrilled to announce that Kindred can now offer New Jersey customers a truly great gambling experience on a top technology platform in a sustainable, safe and secure environment. We have been preparing for this first and important step very thoroughly for a long time and we are excited to take another step into what will most likely become the largest betting market in the world," says Manuel Stan, SVP Kindred US.
According to Stan, this announcement is the first one in a line of many more in the US market. Next in line will most likely be Pennsylvania and Kindred’s strategic partnership with Mohegan Sun Pocono. "Kindred has always put the customer at the heart of our operations and ensuring that they can enjoy gambling in is crucial for us," he said.
Kindred has previously communicated the partnership with Hard Rock Hotel & Casino Atlantic City to pursue a Casino Service Industry Enterprise License in New Jersey. The co-operation with Kambi which will give Kindred access to Kambi’s sports betting platform in New Jersey has also been communicated earlier.
Unibet’s new logo
According to the company, the updated logo reflects ‘the future of Unibet.’ It has been fully designed and developed by Kindred’s in-house creative design team, who were faced with the challenge to modernize the classic logo while staying true to Unibet’s heritage.
The design process included detailed research, engaging internal stakeholders, testing and validating the ideas, while ensuring the brand values and essence of “By Players, For Players” remained evident in the new identity.
This was the second time the in-house team updated an existing and well-known logo, ensuring it met requirements for both offline and online use, as well as has the capability to maximize growth in a mobile-first environment across multiple markets.
"It has been very important for us to safeguard the unique heritage of the Unibet brand during this process. The creative criteria that we set up included a maintained familiarity with a more up to date look and feel. I am really pleased with the result and truly believe that our in-house creative team has succeeded in meeting that criteria," Elen Barber, Chief Marketing Officer at Kindred Group said.
"One of the main differences regarding the change is that we will have one logo for consistent use globally. We are convinced that this change will be the right mark for the progressive Unibet brand and we are all very excited about what it will bring going forward," she concluded.