Many Pennsylvania online casinos and sportsbooks are using the dead period in the sports calendar to make platform upgrades.
Unibet became the latest operator in Pennsylvania to enhance its platform during the MLB All-Star break. Kindred Group, the owner of Unibet Casino and sportsbook, most recently launched its upgraded app in New Jersey, where Unibet also operates an online casino and sportsbook.
Kindred rolls out new betting platform for Unibet PA
Unibet shut down operations temporarily on Monday to debut Kindred’s new platform. While the upgrade is finished, users probably won’t notice a stark difference to the app compared to before the shutdown.
The improvements are in place to assist Kindred and Unibet in offering better security to users and obtaining better analytics. Having advanced analytics helps Unibet with a personalized marketing approach for users, which many PA operators seem to be doing.
Interim CEO, Nils Andén, commented on the platform upgrade:
“We are delighted to be able to migrate our customers in Pennsylvania onto the Kindred platform. Since launching in New Jersey, our customers have reported enhanced design, navigation, and stability. We look forward to rolling out the Kindred platform to further states.”
Before stepping down in May, former CEO Henrik Tjärnström told investors in October 2022 that Kindred wanted to “focus more on multiproduct states” in the US.
In a presentation highlighting 2022 Q3 results, Kindred noted plans for Unibet to be a top-10 operator in select US states, presumably those with both online casinos and sports betting.
Kindred rolling out its platform in New Jersey and now Pennsylvania indicates the company is going for it.
Unibet’s PA online casino and sports betting market share
Unibet has not fared too well in the Pennsylvania market since launching. In partnership with Mohegan Pennsylvania, Unibet has generated just $12 million in online casino revenue this year, which is dead last among the nine licensees. That translates to a 1.4% market share.
In sports betting, Unibet recorded only $4.2 million in total bets in May, which ranks 12th out of 13 in terms of operators with online brands. While Pennsylvania reported a handle of $495.6 million in May, Unibet only holds a 0.8% market share.
Pennsylvania boasts stiff competition with FanDuel and DraftKings PA dominating in each sector of gaming for years. While it’s extremely unlikely for Unibet to ever reach that top status, the company can attempt to fight for the second tier of competition within the state.
To at least hit its goal as a top-10 operator in PA, Unibet would have to surpass online casinos such as PokerStars Casino and betPARX Casino, which produced $6.6 million and $5.8 million in May revenue, respectively.
For sports betting, Unibet needs to overtake Betway, which generated $5 million in May handle.