Kindred Group, the company behind betting firms including Unibet, Stan James, and 32Red, has teamed up with augmented (AR), virtual (VR), and mixed reality (MR) firm Zappar to explore how MR could be used in the gambling industry.

Zappar has been working with Kindred Futures, the innovation arm of the gambling operator, to develop a MR experience that changes the way betting customers consume and interact with sporting data.

The pair have built prototypes based on high-profile sporting matches like the 2017 Champions League final and a T20 cricket match between South Africa and England from earlier this year.

“Kindred Futures has always been committed to seeking out the most interesting and innovative companies to explore the future of gambling,” said Will Mace, head of Kindred Futures. “Our largest brand, Unibet, has the tagline Luck is no Coincidence’ and this exploration with Zappar allows punters to discover and interact with data like never before – leveraging Opta data to provide insights that can help them make more informed decisions.

“We’re very passionate about ensuring that audiences are given enough data to make sensible gaming decisions and think that our experiment with Zappar is an exciting step in the right direction.”