Enlabs to launch new igaming brand in Latvia

Latvian operator Enlabs has announced the launch of a new online gambling brand in the country in an effort to further bolster its presence in its home nation.

Laimz will run on Enlabs’ new proprietary gaming platform, offering customers a mobile-first casino and bingo product.

Enlabs chief executive George Ustinov said Latvia is an important market for the operator, which currently accounts for the majoirty of the business' revenue. Enlabs was also the first operator to secure an online gambling licence in Latvia.

“This is our playground where we do field tests on new concepts, ideas and products,” Ustinov explained. “We thoroughly analysed the market and wanted to design a refreshing offering with a clear market fit.

“The casino vertical represents more than 72% of the Latvian online gaming market, and show the highest growth among all the product verticals. We will also be the first operator to offer bingo to the market, and there are long time retail bingo traditions in Latvia.”

Enlabs’ managing director of Central and Eastern Europe Dainis Niedra added: “We strongly believe we have several unique selling points with this brand, and that it will fit very well into our multi-brand strategy.”

The launch comes after Enlabs last week resumed operations in Latvia after a temporary ban on gambling across all channels came to an end on 9 June.

Both Enlabs’ online and land-based operations have resumed after the shutdown triggered by the novel coronavirus (Covid-19) pandemic.