19 February 2026
The Kindred Sportsbook Platform (KSP) has made significant progress, launching into a live test market for further development. With the project on track, Ben Colley leading the initiative from a business and product perspective, shared his insights with EGR on the anticipated rollout across some of Kindred’s (now FDJ UNITED) key markets by the end of this year and into 2025.
Kindred’s approach, leveraging data science and quantitative analysis, promises to revolutionise the industry with sophisticated algorithmic decisions and advanced pricing models. “We’re setting a new standard through technology,” says Ben Colley, emphasising the ambition to lead through innovation.
KSP’s design focuses on local market needs, ensuring offerings are relevant and engaging. “Being relevant locally while operating globally is our key to success,” former Director of Sportsbook Andreas Reimblad highlights, underscoring the strategy for market differentiation.
As KSP enters a test market, the focus is on continuous improvement and anticipating future trends. “Building the sportsbook of tomorrow, today,” asserts Ben Colley, guiding Kindred towards industry leadership.
For a comprehensive understanding of Kindred’s strategic direction and vision for KSP, the full EGR interview provides detailed insights into our innovative approach.
News
On 18th February the EGR Europe Briefing 2026 conference was held in Malta addressing a wide range of issues around the online gaming and betting industry related to tax, other developments and the illegal market. FDJ UNITED were present, both with attendance in the audience and Rolf Sims who moderated the panel on developments in Finland with Head of Compliance at Legal Gaming Heikki Koivula, Head of Public Affairs at PAF Sverker Skogberg and CEO of the Finnish Trade Association for Online Gaming Mika Kuismanen.
As part of FDJ UNITED’s ongoing commitment to safer gambling and evidence-based practices, we’re proud to highlight cutting-edge research that advances our understanding of player safety.
