Following the 2019 acquisition of MRG Group and its brands, William Hill continues to expand its foothold in Latvia's regulated market.
In addition to operating 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:
"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."
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."
About William Hill
William Hill PLC is one of the world's leading betting and gaming companies, employing c12,000 people. Its origins are in the UK where it was founded in 1934, and where it is listed on the London Stock Exchange. The majority of its £1.6bn annual revenues are still derived from the UK, where it has a national presence of licensed betting offices and one of the leading online betting and gaming services. William Hill's European Online business is headquartered in Gibraltar and Malta, and is licensed online in 12 countries following the acquisition of Mr Green & Co AB in January 2019. In 2012, it established William Hill US with a focus on retail and mobile operations in Nevada and became the largest sports betting business in the US. Following the ruling in May 2018 by the Supreme Court that the federal ban on state sponsored sports betting was unconstitutional, William Hill US has grown and continues to expand as new states regulate sports betting. It is now operating in [12 states: Colorado, Delaware, Illinois, Indiana, Iowa, Mississippi, Nevada, New Mexico, New Jersey, Rhode Island, Washington D.C. and West Virginia]. Caesars Entertainment, Inc. currently owns shares representing 20% of the share capital of William Hill US Holdco, Inc., the holding company of William Hill US