Tech & innovation

Kindred aims to turn customers into content creators with BetShare

| By Robert Fletcher
Kindred Group has launched a new BetShare tool for its Unibet brand, allowing customers to share their betslip and winning bets on social media.

Only available to Unibet players, BetShare has been designed to create a sense of community on social media and encourage customer engagement.

The tool can be localised to each market in which Unibet operates, while players can access four customisation features, including backgrounds, emojis, text and paint. All backgrounds will contain responsible gambling messaging.

BetShare is located in the My Bets section of players’ Unibet sports accounts, and there are no restrictions as to what bets can be shared. 

“The advantage of our players becoming content creators has become a fascinating topic of discussion at Kindred,” Kindred’s chief product officer Erik Bäcklund said. “Our players are increasingly looking to share experiences and bets in our ever-expanding digital landscape and we are glad to be able to offer them this tool right ahead of the Euros.”

Kindred’s head of head of sportsbook business development Johannes Nijboer added: “This is truly an innovative and exciting tool. We are rolling it out continuously and the acknowledgement so far has been fantastic. 

“However, the product development journey does not stop here. We are incredibly excited to continue the development process with our players and to ultimately craft a tool that sets Unibet apart.”   

The launch comes after Kindred this week also linked up with the European Association for the Study of Gambling (EASG) to raise awareness of a new mobile app that helps identify early signs of gambling addiction to players.

Developed by mobile mental health assessment specialist Zafty Intelligence, the Bettor Time app uses proprietary machine learning software to identify unique changes in a customer’s behaviour associated with mental health issues.

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