Kindred Group strikes free-to-play partnership with SportCaller

Kindred Group has signed a long-term B2B deal with Dublin-based free-to-play (F2P) specialists, SportCaller.

The agreement will see Kindred Group brands, including Unibet, roll-out SportCaller’s F2P games portfolio across sporting events in different markets to ramp up acquisition and retention.

Kindred selected SportCaller after a competitive tender process due to its “robust and flexible platform” and because its range of languages will support the operator’s localised approach.

SportCaller has also partnered with Paddy Power and MoPlay

Louis Hervik, head of sportsbook marketing at Kindred Group, said: “By taking advantage of SportCaller’s impressive framework we’re expecting the product to become a core part of our offering while also acting as an acquisition gateway for many of our local markets.

“The scalable platform developed by SportCaller allows our local teams to deploy games based on their territorial strategies, in addition to catering for global needs. SportCaller’s proven track record, reporting, backend capabilities and 24/7 support are what made them our preferred partner.”

SportCaller operates in 22 countries including Spain, France, Greece and the US and also has B2B partnerships with UK bookmakers including William Hill and Paddy Power.

SportCaller MD Cillian Barry added: “This is a milestone moment in the evolution of our leading free-to-play platform.

“Last year’s World Cup provided a step-change for improved acquisition and retention across our partners, but this progressive relationship with Kindred has left no stone unturned in how a truly international operation maximises F2P brand-wide.”