Kindred's in-house sportsbook goes live in Estonia, the first market launch for the product

Kindred Group has launched its proprietary sportsbook product in the regulated market of Estonia. The move marks a significant milestone in the Kindred Sportsbook Platform (KSP) project, extending the company's in-house product's reach.

The expansion 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 launch is part of Kindred's broader strategy to achieve full end-to-end control over its products. By developing proprietary solutions, Kindred hopes to minimize its dependency on external suppliers, empower its 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 develop new features and functionality in line with our own product strategy,” the company stated. 

KSP offers customers tailored profit boosts and other rewards tied to local teams and events, says Kindred, 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,” Kindred announced in a press statement.

The milestone launch required years of work from teams across Kindred. Engineers, trading and operations specialists, marketing, and customer service teams all were part of the development of the in-house product. 

Highlights included launching with advanced features like Bet Builder, and a seamless 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 company said. 

The decision to bring sports betting in-house was driven by three core pillars, according to Kindred. These include more control, tailoring the product and user experience to the unique needs of each market; greater security by ensuring supplier independence; and the financial advantages of leveraging proprietary and scalable technology.

These benefits, which the operator says were "already evident" in the Kindred Racing Platform’s success, are now part of the KSP product. While Estonia marks the rollout start, the KSP roadmap is "even more ambitious," as per the provider.

KSP is designed to scale across all Kindred markets with a mobile-first approach, introducing features like dynamic cash-out and tenancy-based odds adjustments, and supporting diverse local initiatives and brands.