At Kindred Group, innovation and customer focus are at the heart of everything we do. This commitment was on full display as we marked a significant milestone in the Kindred Sportsbook Platform (KSP) project: KSP is now live in Estonia—a fully licensed, regulated market. This milestone also brings the launch of a native iOS app and the migration of Estonia’s operations onto the Kindred Platform (KWP), setting a new benchmark for agility and performance.
The KSP journey began as part of Kindred’s broader strategy to achieve full end-to-end control over its products. By developing proprietary solutions, we’re able to minimise our dependency on external suppliers, empower our teams with greater flexibility, and unlock greater financial efficiencies. Estonia is only the first chapter in this exciting new era, demonstrating how KSP allows us to adapt dynamically to local market needs and developing new features and functionality in line with our own product strategy.
From the first week of launch, KSP rewarded customers old and new with tailored profit boosts and a host of other rewards tied to local teams and events, including the EuroBasket game and exhibition tennis, both hosted at the Unibet Arena in Tallinn. These hyper-localised offerings are just the start of how we’re reshaping our sports betting experience.
What is expected in 2025 is truly transformative…
Achieving this milestone required years of dedication from teams across Kindred. Engineers, trading and operations specialists, marketing, and customer service teams worked in harmony to deliver the foundations of this exceptional product. Notable highlights included launching with advanced features like Bet Builder to enhance the customer experience, and seamless collaboration for platform migration, ensuring minimal customer disruption.
This achievement underscores what makes Kindred unique: a blend of innovation, teamwork, and customer-centric thinking. And this is just the beginning…
The decision to bring sports betting in-house was driven by three core pillars:
- Control: Tailoring the product and user experience to meet the unique needs of each market.
- Security: Ensuring supplier independence and operational stability.
- Financial Advantage: Leveraging proprietary technology to unlock long-term value, all built upon a highly scalable business model.
These benefits, already evident in the Kindred Racing Platform’s success, are now shaping KSP into a futureproof sportsbook.
While Estonia is an exciting start, the KSP roadmap is even more ambitious. From introducing advanced features like dynamic cash-out and tenancy-based odds adjustments to supporting diverse local initiatives and brands, KSP is designed to scale across all Kindred markets. By leveraging cutting-edge technology and embracing a mobile-first approach, all built from the ground up, KSP represents the sportsbook of tomorrow.
This milestone would not have been possible without the relentless dedication and expertise of everyone involved. From early concept stages to the successful launch in Estonia, the efforts of Kindred’s teams have been nothing short of extraordinary.
As we celebrate this achievement, we remain focused on the journey ahead. Together, we are building a market-leading sportsbook that embodies Kindred’s values of innovation, responsibility, and excellence.
The launch of KSP in Estonia is more than just a technological milestone; it’s a testament to what we can achieve when we innovate with purpose. We’re excited to continue delivering a world-class sports betting experience to our customers, one market at a time.
