Driving innovation in Sportsbook development with advanced Odds Data
Meet Kindred: Founded in 1997, Kindred Group has grown into one of the world’s leading online sports betting and iGaming organisations.
Home to nine brands, including Unibet, Kindred serves millions of customers across regulated markets. Over the last 25 years, the group has built a strong reputation as a trusted operator and pioneer in promoting safer gambling.
But in 2022, Kindred set its sights on a new goal: building its own in-house sportsbook platform, giving the company complete product control and the ability to further differentiate in competitive markets.
Setting the foundation for a data-driver sportsbook
To bring its in-house sportsbook vision to life, Kindred needed more than engineering power. A core element of its strategy was developing proprietary odds modelling technology.
This required access to:
- Comprehensive, historical sports data
- A trusted third-party dataset to benchmark pricing
- Detailed insights from multiple bookmakers to test models before launch
In short, Kindred needed reliable, large-scale odds data to fuel its innovation. Their search led them to OddsMatrix. The question was: could OddsMatrix deliver on Kindred’s needs?
To get the answers, Kindred set up exploratory sessions to map out its data requirements and understand OddsMatrix’s capabilities.
From exploration to execution: OddsMatrix data powering Kindred
EveryMatrix was already a trusted casino aggregation partner to Kindred, and it did not take much for the group to realise the potential of extending that collaboration into sportsbook.
Working closely with Kindred’s Data Science unit, our Quant teams designed the following customised data solutions:
Historical Data Feed (July 2023): A raw file covering 36 months of odds history across Tier 1 football, tennis, basketball, and NFL competitions from 20+ bookmakers.
Custom Odds API (October 2023): Automated access to historical odds 45+ days after settlement, delivering a continuous daily flow of data across all sports covered by OddsMatrix.
Odds Audit (January 2025): A monthly report comparing Kindred’s odds performance against competitors, giving detailed insights into accuracy and positioning across markets.
Looking ahead, OddsMatrix is developing a dynamic portal solution, giving Kindred real-time, search-and-find access to historical market data. This tool will enable Kindred to instantly benchmark its pricing strategy against any sporting event, at any time.
Results that matter
This partnership has already delivered significant milestones. Kindred’s internal Data Science teams used OddsMatrix to refine and validate proprietary odds models.
In December 2024, the Kindred Sportsbook Platform went live in Estonia, powered by these advanced pricing tools. Ongoing access to Odds Audit and live data feeds continues to give Kindred a better view of how its odds compare against market competition.
