William Hill launches Mr Green brand in Latvia

In addition to continuing to operate 11.lv brand, which is the second biggest operator in the market, now William Hill has also launched mrgreen.lv under the licence issued by Lotteries and Gambling Supervisory Inspection of Republic of Latvia. With this the group further leverages, among other things, compliance and operational expertise acquired via 11.lv.

Mr Green, as a brand primarily targeting casino customers, ideally complements the well-established and mainly sports-DNA 11.lv, which should cater to the increasing appetite of Latvian players for quality online entertainment within a safe and fair environment.

Janis Tregers, CEO of Latvian Operations commented: "Our aim is 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 that there is great underlying growth potential for online casino entertainment. We have used it to develop what we feel is a great and competitive product.”

Patrick Jonker, MD William Hill International and CEO Mr Green Ltd 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".