William Hill is to launch its Mr Green brand in the Latvian igaming market, with Gaming Innovation Group (GiG) to provide the software platform for the roll-out.
The supplier and the operator are already working together in the market, with GiG providing a sportsbook solution for local brand 11.lv, in which MRG Group acquired a 75% stake in May 2018.
This came months before William Hill made its £242m bid for the MRG business.
For Mr Green’s Latvian debut, GiG will supply a casino and sportsbook solution, as well as developing a bespoke front end for the offering.
“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,” chief executive of the operator’s Latvian subsidiary Janis Tregers said. “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.”
Newly-installed GiG chief executive Richard Brown added that he was pleased to expand the partners’ collaboration in the market.
“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.”
Mr Green expects to launch its dot.lv offering in the second quarter of 2020, with GiG noting the deal will have a “limited” positive impact on revenue for the year.
The Latvian igaming market saw revenue grow 38.8% year-on-year to €25.4m for the first six months of 2019. H2 Gambling Capital estimates that full-year revenue will grow by 35% over the coming two years, to around €125m.