Mr Green has recruited Malta’s Gaming Innovation Group headquartered services to deepen an existing partnership between the two parties as the former is preparing to enter the Latvian market.
The agreement involves the licencing of GiG’s software platform, online casino, sportsbook and front end services as it enhances its position in the market of the region. The company is already supporting the 11.lv brand’s sportsbook solution, 75% owned by Mr Green.
Janis Tregers, CEO Mr Green Latvia, explained: “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 compliment 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.”
As a result of the partnership, Mr Green will be able to offer an online casino and sportsbook to its end users, which it says comes with a “unique front end where user experience and differentiation are key.”
Richard Brown, CEO of GiG, added: “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 support Mr Green’s growth with a strong, safe and entertaining product.”
The agreement is based on revenue share and is expected to go live in the second quarter of 2020 with a limited contribution to the overall revenues of GiG next year and an increase in 2021.
GiG emphasises that the online gambling industry in Latvia is expected to grow by more than 35% over the next two years, with a market value of around € 125 million in 2022.