News Gaming BusinessGaming News

Every Matrix and Kindred Group align in the US

Swedish iGaming operator conglomerate, Kindred Group has agreed to a distribution deal with Every Matrix for games and slots as part of its highly ambitious expansion plan.

For Every Matrix, which is based in Malta though has offices in America, this represents a considerable coup, as it helps Kindred Group to break into the US market.

As quoted by Gaming Intelligence, EveryMatrix president Americas Erik Nyman, said: “Kindred Group is one of the earliest adopters of iGaming and sportsbook globally and been very successful since the inception,”

He continued: “We are very pleased to become their trusted partner in the US market.

“We will be supplying a large selection of games to appeal to their US players through our iGaming integration platform, CasinoEngine. This partnership further enhances EveryMatrix position to become the leading technology provider in America and we trust Kindred’s players will enjoy our games portfolio and bonus features.”

Every Matrix and Kindred Group align in the US


Who are Kindred Group?

Based in Stockholm, Sweden, the company is a prominent name in iGaming and has a number of popular brands under its umbrella, including 32Red, Unibet, and Maria Casino, in addition to a number of others.

It has been somewhat of a busy few weeks for Kindred Group, after completing the acquisition of the third-party aggregator Relax Gaming in their bid to expand their portfolio and this latest piece of business is further good news for the company.

Indeed, the Kindred Group is no stranger to the US market. As part of their tactical brand strategy, Unibet secured a sponsorship deal with NFL team, the Pittsburgh Steelers recently, to add to the deal they have with the Philadelphia Eagles.

As a result, this has helped them to increase their presence in the US as more American-based gamblers become familiar with European brands.


How can Every Matrix help Kindred Group?

The software provider is no stranger to working with US brands and this knowledge will help Kindred Group to be able to better identify opportunities to capture specific types of US gamblers.

Understanding what type of games that the US market likes will give the Kindred Group brands an edge and the expertise that Every Matrix offer around this can help them over the next couple of years as they compete with other European brands to gain an advantage.

The fact that Every Matrix also has a presence in the US, with native employees, means that the company is ideally placed as well, particularly from a marketing standpoint, knowing how to effectively sell the games that they develop.