William Hill is all set for the Latvian launch of their Mr Green brand after signing an agreement with Oslo-listed Gaming Innovation Group (GiG) to use their software platform for their entry into the Latvian market.
Mr Green was acquired by William Hill earlier this year, and according to the terms of the agreement, GiG will supply sportsbook, online casino, and frontend services for Mr Green. Based on revenue share, the agreement is set to go live in the second quarter of 2020. There will be a limited contribution to the overall revenue of GiG in 2020, and an increase will be awarded from 2021 onwards.
Mr Green Latvia CEO Janis Tregers has this to say about the agreement and the upcoming launch: “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. We see it as the perfect complement to the locally well-established 11.lv brand, also hosted on the GiG platform. 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.”
Newly-installed GiG CEO Richard Brown also expressed happiness over the expansion of their partnership with William Hill via Mr Green, saying: “I am pleased to announce this expansion of our collaboration and partnership with Mr Green. Latvia is an interesting market for online gambling; we are looking forward to supporting Mr Green’s growth with a strong, safe, and entertaining product.”
This long-term deal for GiG to power Mr Green’s anticipated launch in the regulated Latvian iGaming market is expected to further strengthen GiG’s presence in the country. At present, GiG already provides sportsbook services to 11.lv, of which Mr Green owns a 75% share. They acquired this huge stake in the brand back in May 2018, months before William Hill made a bid worth £242 million for the Mr Green Group business.
With this new deal and a stronger presence in the Latvian market, GiG proves the strength of their services and collaborative partnership model, which supports the growth of online gambling with new brands and markets. With GiG’s services, Mr Green will now be able to provide their users with a competitive online casino and sportsbook, complete with a unique front end where differentiation and user experience are key.
The Latvian iGaming market enjoyed a 38.8% revenue growth year-on-year to €25.4 million for the first six months of this year. As per H2 Gambling Capital, the market’s full year revenue is expected to grow by 35% over the next two years, with its value pegged at around €125 million in 2022.
With this deal, Mr Green effectively cements its reputation as one of the largest and most revolutionary online casinos in the world. They have an amazing repertoire of games, including games from big names like Microgaming, NetEnt, Playtech, and even land-based giant IGT. Their modern and friendly approach to gaming makes them a highly-recommended online casino.