Go to main content
Sports betting

19 February 2026

Building the Sportsbook of tomorrow: A major step forward

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.

Harnessing Technology for Innovation

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.

Delivering Local Market Relevance

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.

Future-Proofing Our Sportsbook

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.

Read the full interview
View all news

Share

News

Latest news

  • CSR FDJ UNITED

    Biodiversity: how FDJ UNITED contributes to preserving ecosystems

    Faced with climate change and biodiversity loss, preserving ecosystems has become a major challenge. FDJ UNITED has made biodiversity one of the key pillars of its environmental strategy, with a clear ambition: to support concrete projects that restore and protect nature, while also helping raise public awareness.

    Read more
  • CSR FDJ UNITED

    FDJ UNITED confirms its environmental commitment with three ISO 14001 certifications

    FDJ UNITED’s facilities in London (Kindred London Limited) have renewed their ISO 14001:2015 certification, first obtained in 2023. Two other sites, in Stockholm (Kindred People AB) and Malta (Kindred Group), have also been certified. These three sites, which support the Group’s online betting and gaming operations, now have an internationally recognised Environmental Management System (EMS).

    Read more
  • CSR FDJ UNITED Unibet

    Protecting young people from gaming and betting harm: what we learned from taking prevention into Swedish Schools

    Read more
All the news