Kindred Group-owned Unibet, has officially launched their first online sportsbook in the US, going live in New Jersey through its partnership with the Hard Rock Hotel & Casino Atlantic City.

Unibet has been running online casino services with Hard Rock in the state since June of this year and will now expand this partnership in order to include sports betting.

Kambi will be serving as a sportsbook supplier for the new platform, which will operate via the domain, and through a mobile application.

The operator added that it will support the launch with a significant marketing push, focused on the start of the new major league sports season in the US.

Kindred and the Hard Rock Hotel & Casino Atlantic City together hold a joint Casino Service Industry Enterprise Licence in New Jersey.

Kindred US senior vice-president Manuel Stan said: “We are very excited to launch our first sportsbook in the US and being able to give our customers in New Jersey a first-class sports betting experience.

“To be able to do this in partnership with a brand as strong as Hard Rock Hotel & Casino who share our vision to be a leader in the US market is a great feeling.

“We have been preparing very thoroughly for this moment for a long time and are ready and excited to become a part of what most likely will become the largest betting market in the world.”

Kindred also added that it intends to be following up on this launch by also rolling out its sportsbook in Pennsylvania, via a partnership with Mohegan Sun in the coming months.