William Hill will launch its Mr Green brand in the Latvian market, which will be powered by Gaming Innovation Group.
GiG and William Hill have already been operating in the Baltic country. GiG supplies sportsbook services to 11.lv, which MRG Group acquired a 75% stake of in May 2018.
Not long after the above happened, William Hill made a bid of £242 million to acquire MRG.
The key details
GiG will supply Mr Green with a sportsbook solution for its Latvian launch, in addition to a bespoke front end. According to Janis Tregers, who is the Chief Executive of 11.lv, this will be a promising partnership. He said:
“This is an exciting moment for the William Hill Group business in Latvia, where we move forward with our strategy to introduce a global brand such as Mr Green to the market.
“By working closely with GIG and leveraging their technology from product, compliance and other aspects we have been able to propel 11.lv to second position among leading brands in the market. It is now time to make Mr Green a similar success.”
Mr Green is also expected to launch dot.lv in Q2 2020.
When talking about Mr Green’s new endeavours in Northern Europe, GiG Chief Executive Richard Brown said:
“Latvia is an interesting market for online gambling, we are looking forward to support Mr Green’s growth with a strong, safe and entertaining product.”
Online gambling in Latvia
Latvia’s iGaming market is a fast-growing one. In the first half of 2019, year-on-year revenue grew by 38.8%. The total amount was €25.4m. It’s been predicted by H2 Gambling Capital that over the next two years, full-year profits will grow by 35% to €125m.