Well-known casino brand Mr Green has launched on the Latvian market following a license being granted to their parent company William Hill.
The license was granted by the Lotteries and Gambling Supervisory Inspection of the Republic of Latvia. The sports-based 11.lv brand of William Hill will also be in operation.
Through Mr Green, the hopes are that they will be able to target those customers who prefer casino games, while the sports-orientated ones will prefer 11.lv.
Janis Tregers, William Hill’s CEO of Latvian operations said: “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.”
MD of William Hill International and CEO of Mr Green, Patrick Jonker, added: “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”.
Though the Latvian market is not new to William Hill, they are able to vastly grown their reach here. The balance between the sports-based and casino brands means that they should be able to appeal to many different types of customers. Affiliates searching for new international markets to expand their programs should pay attention to ones such as this.