In 2018 Kindred launched our proprietary racing platform, which focused wholly on offering our customers the best possible racing experience. This industry-leading product, which houses all forms of racing, just turned two and was rolled out across 13 different Kindred markets.
The Platform
Kindred Racing Platform (KRP) houses all forms of racing (horses, dogs, trotting and virtual racing) and forms an integral part of our long-term Sportsbook strategy. It now covers over 270,000 races a year, with a race taking place every two minutes on average, and every 45 seconds during the peak hours of the day. It is truly a 24/7 product: offering horse racing from 28 different countries, greyhound racing from seven and trotting from 11 countries around the world. Customers can now also receive truly non-stop content, as now KRP offers dedicated Virtual racing, split into flat, jumps and dogs.
Competitive Advantage
To ensure prices are always competitive, our Trading teams based in Europe and Australia, process 4.5 million price changes a day. They make sure that players betting with Kindred get a fair price day and night, with no automated ‘downtime’.
The platform hosts rich content: Racing Post spotlights and verdicts for UK & Irish racing, international equivalents in a matching format, extensive runner form, price history and weather updates. There is also a dedicated ‘Naps and Tips’ page compiled from the press and racing industries, along with a full results service, meaning customers get everything they need without ever leaving our page. They also have access to our wide range of experts, ambassadors and offers via a dedicated social media feed.
To complete the customer experience, more than 90% of the content is streamed on desktop and mobile to ensure all players’ bets are brought to life and customers can be as close to the action as possible.
So how did we service the UK and Australia, our two very important, but entirely different racing markets with one offering? The answer is, we couldn’t! Australia and the UK both have unique player profiles, so we weren’t satisfied with launching one version of the product for our two most important racing markets. Now, within KRP there are two different instances for the front and back ends, allowing full localisation in each market. This means that customers on both sides of the world receive a unique service, product and exclusive promotions - all via one Racing platform.
Promotions, Marketing and Sponsorship
Promotions
KRP’s goal is to provide completely customer-centric racing experience. In order to support this, emphasis has been placed on both, promotional capabilities and the marketing around Kindred Racing.
With the customer in mind, we focused on the ability to localise promotions in each market, allowing all commercial teams to offer relevant promotions to their customers, rather than a one size fits all approach. This also allows complete control from Kindred's side and gives the ability to be more generous with the right customers, without overexposing ourselves to others.
Sponsorship & Ambassadors
Kindred’s troop of racing brand ambassadors, a portfolio of race sponsorships, consistent delivery of engaging content remain the envy of the industry. Unibet is one of the biggest sponsors in UK racing, putting our name to 282 races, including 18 graded races, in the last year. We are also the Official Betting Partner of The Derby and Glorious Goodwood, whilst the Unibet Champion Hurdle at the Cheltenham Festival remains one of the most anticipated races of the year and the longest-running sponsorship of the Championship races.
Alongside this envious quantity of sponsorships, Unibet also has a collection of the best-known ambassadors in the game, offering customers exclusive access, excellent insight, inside previews and a range of other engaging and innovative content, including the most viewed Cheltenham Festival preview within the industry this year. One of our brand ambassadors is the 6-time champion trainer and titan of the National Hunt circuit Nicky Henderson OBE, whose entire Seven Barrows yard (one of the most successful in racing history) we also sponsor.
Kindred Racing Platform is only two years old but is already competing with the most established platforms in the industry. With our expansive plans for the future, it will only go from strength to strength. Our attention to detail ensures that KRP appeals to every level of racing customer. Its overall excellence in delivery has added significant value to the bottom line, whilst ensuring a memorable experience for all of our racing customers.
