Kindred Signs Penn National Deal, Gains Access to Illinois and Ohio

  • Market access is dependent on relevant legislation passage and licensing
  • Kindred will partner with Argosy Casino Alton in Illinois and Hollywood Casino in Ohio
  • Kindred has a US presence with its Unibet brand in Pennsylvania, New Jersey, Iowa, and Indiana
  • Penn National Gaming is launching its Barstool-themed sportsbook on September 15
Two people shaking hands in a meeting
Kindred Group has partnered with Penn National Gaming, allowing it to expand its US presence into the Illinois and Ohio markets. [Image:]

Latest partnership deal

Kindred Group has hit another milestone with its expansion into the US gambling sector after signing a partnership agreement with Penn National Gaming that will see it gain access to the Ohio and Illinois online gaming and sports betting markets.

This access is dependent on certain laws getting passed and the parties involved obtaining the necessary operating licenses. 

The partnership agreements are in place for ten years.

Kindred has already entered the US online gambling space in New Jersey, Indiana, Iowa, and Pennsylvania. With the new deal, Kindred will, through its Unibet brand, be able to seek operating licenses with Penn National’s Argosy Casino Alton in Illinois and Hollywood Casino in Ohio. The partnership agreements are in place for ten years. 

Potentially lucrative markets

Kindred US senior vice president Manuel Stan spoke about this new partnership in a press release, saying: “Extending our footprint in the US by establishing our brand in two key states like Illinois and Ohio is very exciting for us. We continue our journey in what we believe will become the largest gambling market in the world.”

Online sports betting is legal in Illinois, but is not yet allowable in Ohio. Online gaming is not permitted in either state, though there has been some progress for online gambling expansion in Ohio recently.

The Ohio House of Representatives passed a bill earlier in this year to legalize mobile and retail sports betting in the state. It has been introduced in the Senate, but no further progress has been made to date.

Expanding its presence

Kindred is partnering with Pala Interactive for its online gaming offerings and Kambi for its sportsbooks. Its Unibet online sportsbook in Indiana launched in July with the Horseshoe Hammond casino, owned by Caesars Entertainment. 

It has an online sportsbook and online casino in New Jersey through the Hard Rock Hotel & Casino Atlantic City, while its Iowa online sportsbook operates in conjunction with Harrah’s Council Bluffs Hotel and Casino. Finally, Unibet also has a live online casino and sportsbook in Pennsylvania through its agreement with the Mohegan Sun Pocono.

Unibet as a brand has a significant presence across Europe; other Kindred Group brands include 32Red,, Roxy Palace, and Maria Casino.

Penn National Gaming is getting ready to launch its own sports betting brand on September 15. This will be a Barstool-branded sportsbook after Penn National acquired a 36% stake in the sports media outlet in January for $163m. 

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