Aspire Global has announced it will be co-launching the new brand Mr. Play, in a joint venture together with industry veterans. Mr Play will be offering a fully regulated gaming experience including casino and sports betting.

Aspire will provide the technology as well as a complete suite of in-house services such as bespoke CRM, multilingual Customer Support and multi-market licenses, for both casino and sportsbook.

Hanan Greenberg, CMO at Mr. Play commented: “When we decided to launch Mr. Play, we looked for more than just a software vendor. We wanted a first-rate strategic partner who could provide us with anything it takes to carve out significant market share by offering customers the best possible online gaming experience.”

Apart from having acquired 40 percent of the shares in the venture, Aspire Global is expected to generate revenues from providing the technology and the core operational services on market terms. Based on business milestones the group of shareholders will finance the new company up to the tune of MEUR 4, of which Aspire Global’s part will be up to MEUR 2.

Aspire CEO Tsachi Maimon said:We are always open to opportunities where we can leverage our strong position in new profitable ways. We are excited to be part of this joint venture and look forward to materializing the potential of this product in our role as full partner.”