Kindred Futures explores Mixed Reality in Cutting-Edge Project

December 13, 2017. 08:02 December 13, 2017. 08:02

Kindred Futures, the innovation arm of Kindred Group, today announces a pioneering exploration with mixed reality (MR) specialists Zappar – looking at how accessible mixed reality will impact the gambling industry. Zappar, the team which utilise MR technology through its cutting-edge, smartphone-enabled ZapBox, will be working with Kindred Futures to understand how the technology will change the way consumers interact with sporting data. Together, Kindred Futures and Zappar are exploring the way sports are watched and data is consumed by building prototypes based on high profile sporting matches such as the 2017 Champions League final and T20 cricket between South Africa and England.

Where viewers are currently at the whim of broadcasters or have to trawl through tables of data to help make their sporting decisions, Zappar gives users control in an immersive experience where they can explore the team’s players, with insights into their goals, shots or runs – putting the user at the heart of the data. The two demos, powered by data from Opta, look to give an insight into what the future holds for interacting with sports data, with the user interacting with an extra layer of information on top of reality. Zappar’s ZapBox – launched 2016 – was the first of its kind, allowing users to engage with mixed reality through their smartphones, for just $30. This increased affordability will allow mixed reality to be available to everyone for the first time since its creation. Kindred Futures pledged the highest level during Zappar’s successful 2016 Kickstarter campaign that raised $84,356 from 1,854 backers.

Will Mace, Head of Kindred Futures, commented “Kindred Futures has always been committed to seeking out the most interesting and innovative companies to explore the future of gambling. Our largest brand, Unibet, has the tagline “Luck is no Coincidence” and this exploration with Zappar allows punters to discover and interact with data like never before – leveraging Opta data to provide insights that can help them make more informed decisions. We’re very passionate about ensuring that audiences are given enough data to make sensible gaming decisions and think that our experiment with Zappar is an exciting step in the right direction.” Jeremy Yates from Zappar commented “The main barrier of getting mixed reality to the mass market is the cost of new hardware. There’s an exciting future of data visualisation, with mixed reality providing an immersive and engaging way to both view and interact with information. This exploration is all part of our goal of democratising this technology. We’re very excited about partnering with Kindred to see how we can drive innovation and bring the future closer to today.”

For more information

Laura Sprinks: or +44 2033 012082

Will Mace: or +44 7736 276221

About Kindred Futures

Kindred Futures is Kindred Group PLC’s innovation arm which launched in 2016 to connect with startups and early-stage businesses. Acting as a value-adding partner for startups, Kindred Futures aims form mutually beneficial partnerships to explore strategically interesting opportunities arising from technological developments or customer trends. Kindred Futures is committed to seeking out the most interesting companies and entrepreneurs to transform the future of gambling. For more information please visit

About Kindred Group

Kindred Group is listed on Nasdaq Stockholm Large Cap and is one of Europe’s largest online gambling operators. Kindred Group is home to 11 brands, which serve over 20 million customers worldwide. Kindred Group is a member of the European Gaming and Betting Association (EGBA) and founding member of ESSA (sports betting integrity). Kindred Group is audited and certified by eCOGRA for compliance with the 2014 EU Recommendation on Consumer Protection and Responsible Gambling (2014/478/EU). Read more on

About Zappar

Zappar is the world leader in augmented reality (“AR”) on mobile devices accessible through its free-to-download app on iOS and Android (or third-party apps with Zappar embedded within them). Zappar specializes in AR-enabled products and infotainment experiences, working closely with brands, license partners, and retailers across the world to produce innovative and customizable solutions as bite-sized entertainment. Partners include Rovio, Shazam, Warner Bros, Hasbro, PEZ, Universal Pictures, Manchester City Football Club, Sacramento Kings, and Minnesota Vikings, amongst others. With the launch of ZapWorks, Zappar brings to the market the most feature rich and affordable AR/VR/MR content creation tool available that is already being used by companies such as Avon Cosmetics, Deloitte, InterContinental Hotels Group, Pernod Ricard, Coca-Cola, R/GA, Samsung, Thomson Reuters and Vodafone. Please read more on

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