William Hill Deepens Latvian Footprint Launching Mr Green

William Hill has deepened its footprint within the Latvian industry, commenting that after the launch of its Mr Green brand, it sees “great underlying growth potential for online casino entertainment.”

William Hill aims to extend its foothold within the regulated jurisdiction following the 2019 acquisition of the MRG group and its related brands.

William Hill International, MD, Patrick Jonker, and Mr Green, CEO, commented: “Combining the local competence from our Latvian team, a strong product and brand, allows us to confidently look forward at doubling our presence in the Latvian market. Of course, we are also excited to be using the ‘Green Gaming’ framework to further solidify our group’s leadership in the responsible gaming area of our business.”

William Hill has launched mrgreen.lv under the licence granted by the Lotteries and Gambling Supervisory Inspection of the Republic of Latvia, in addition to running the 11.lv entity, which the group claims to be “the second biggest operator on the market.”

Through the move, the company, which says Mr Green will complement 11.lv’s well-established sports DNA, aims to cater to Latvian players’ growing demand for online entertainment in a secure and equal environment. It is added that, among other things, compliance and operational experience gained through 11.lv will be leveraged by the company.

Latvian operations CEO Janis Tregers added: “We aim to leverage the award-winning brand that Mr Green is in combination with our know-how of growing the business in the Latvian market. 

“Though 2020 has been a challenging year for everyone, we see great underlying growth potential for online casino entertainment. We have used it to develop what we feel is a great and competitive product.”