Nordic online gambling operator Kindred Group has gussied up its flagship Unibet brand just as the company makes its US regulated market debut.

On Tuesday, Kindred formally announced the launch of its Unibet brand in New Jersey’s regulated online gambling market. The New Jersey Division of Gaming Enforcement authorized five days of ‘soft-play’ testing of the Unibet online casino last week, and the results went well enough that the site was cleared for a proper launch.

Kindred has partnered with Hard Rock International’s Hard Rock Atlantic City casino for its New Jersey debut. Kindred expects to launch online sports betting in the state shortly through its partnership with betting tech providers Kambi (which was spun off from the Kindred mothership five years ago, back when the whole enchilada was named Unibet).

Kindred US VP Manuel Stan said the announcement of Kindred’s official arrival on US shores was “one in a line of hopefully many more.” Stan suggested that Kindred’s next US stop will likely be in Pennsylvania, where the company has teamed up with Mohegan Sun Pocono for online gambling operations.