Kindred Group has become the latest industry company to strengthen its presence in the esports vertical, which has continued to elicit a strong response from bettors. As a result, Kindred has teamed up with Abios to integrate the latter’s full esports package into its own betting brands, Casino Guru News learned in an email press release.

Kindred Group doubles down on esports betting

Unibet and 32Red will benefit from odds, data, widgets, and always-on content provided by Abios and tailored to the needs of esports audiences and betting companies. Abios, a Kambi company, will leverage the Odds Feed+ API and guarantee high-uptime odds feed as well as cover multiple hot competitive video gaming events.

Among the titles featured are the highest-grossing video games in terms of esports betting interest and handle, including League of Legends, Dota 2, Valorant, and Counter-Strike 2.

Commenting on this fresh opportunity, Kindred Group Sportsbook Director Ben Colley said that esports is a vertical that continues to expand and that it is essential for the company’s own growth trajectory. Seeking to deliver an excellent esports betting experience, Kindred Group has picked Abios for the task:

"Extending our partnership withAbiosvia Kambi’s Odds Feed+ API and leveraging their deep expertise and esports odds solutions ensures we remain at the forefront of esports betting, delivering unparalleled products and services to our players."

Abios Managing Director and Co-founder Anton Janér was similarly pleased with the opportunity to see her company partner up with yet another leading industry representative. She evoked the existing collaboration between the companies, and that reinforcing ties with the Unibet brand was a move to welcome.

Esports is a vertical of growing importance to betting businesses

"This agreement showcases the value ofAbios’ full esports odds packages and our ability to deliver innovative solutions that meet the evolving needs of operators and enables them to reach new audiences through the growth of esports," Janér explained.

Companies have been expanding their presence in the esports vertical. Tabcorp, for example, has secured a similar partnership with PandaScore, another data and esports tech company focused on empowering operators.

Oddin.gg, another data feeds provider, obtained a license to offer its products in West Virginia, signaling a potential for the segment in the North American market. On the flipside, however, Entain saw its esports managing director leave, as the company may have overshot its ambitions in the vertical.

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