Kindred Group announced on Tuesday that it has signed agreements with Caesars Entertainment that will give it market access in the state of Iowa.
The move gives Kindred the go-ahead to operate online sports betting platforms under its Unibet brand, pending gaming licenses.
Kindred Group Caesars Iowa latest
Kindred is already active in the New Jersey and Pennsylvania sports betting scenes, using its Unibet brand.
It was also announced Tuesday that Kindred will have market access in the state of Indiana.
“We are thrilled to further extend our presence in the US together with one of the world’s most renowned and diversified casino-entertainment providers,” said Manuel Stan, the Senior Vice President of Kindred US, in a press release. “Caesars’ geographical spread in the US gives us a unique opportunity to build our footprint, with Indiana and Iowa next in line and potential other states lined up. We also share Caesars’ vision to offer customers an unforgettable experience where every guest is treated like a Caesar.”
Competition in Iowa
It will be interesting to see what type of online foothold Kindred can gain in Iowa.
The state’s online sports betting scene is currently dominated by William Hill.
William Hill recorded 76.2% of Iowa’s handle during the month of January (a reported $25.8 million).
The two big legal online sports betting sites in the US – FanDuel and DraftKings – are not yet live in Iowa. The delay has opened the door for smaller brands like Elite (Bet.Works) and Q Casino (IGT) to finish second and third behind William Hill in the state.
Caesars brand has staying power
Kindred Group is best known for operating Unibet, which has had a strong presence in Europe for years.
Caesars, meanwhile, has been a Las Vegas staple for decades and has great name brand in the US.
Harrah’s Council Bluffs Hotel & Casino and Horseshoe Council Bluffs are operated by Caesars.
“As Caesars Entertainment continues to gain state approvals for legalized sports betting in the US, we look forward to adding Kindred to our list of sports betting partners in certain states,” Christian Stuar, Executive Vice President for Caesars Entertainment, said in a press release. “Caesars can continue to operate its own sports betting offering under the Caesars Sports brand in these states.”