Unitbet, Kindred Group’s flagship brand is a relatively small player in the local market as it is competing with Australian giants Tatts and Tabcorp as well as with international groups such as bet365, William Hill, and Ladbrokes.

However, the Malta-based gambling operator plans to boost its Australian business by trying to increase brand recognition through a large advertising campaign. Kinder Group CEO Henrik Tjarnstrom told the Australian Financial Review that they will remain committed to Australia, despite their relatively small stake in the nation’s gambling market.

The gambling executive further commented that Australia is a market with great potential, as the demand for gambling services is big and the country has a relatively high GDP per capita rate. Bearing these two facts in mind, they consider Australian business as an important part of the company’s growth strategy, Mr. Tjarnstrom went on to say.

Australia’s sports betting landscape is set to change significantly after the Australian Competition Tribunal approved last week the merger between the local gambling giants Tabcorp and Tatts. According to analysts, the deal could actually trigger further consolidation activities.

There have been reports that William Hill and local betting operator CrownBet have been in discussions to merge their Australian operations in a bid to create a stronger market stakeholder. Gambling experts have pointed out that the move could indeed benefit the two operators amid the changing conditions.