Mr Green has recruited the services of Malta headquartered Gaming Innovation Group, deepening an existing partnership between the two parties as the former prepares to enter the Latvian market.

The agreement contains the provision of GiG’s software platform licence, online casino, sportsbook and front end services as it strengthens its presence in the country’s market. The company already supports the sportsbook solution of the brand that is 75 per cent owned by Mr Green.

Janis Tregers, CEO Mr Green Latvia, explained: “This is an exciting moment for the William Hill Group business in Latvia, where we move forward with our strategy to introduce a global brand such as Mr Green to the market. We see it as the perfect compliment to the locally well established brand, also hosted on the GIG platform. 

“By working closely with GIG and leveraging their technology from product, compliance and other aspects we have been able to propel to second position among leading brands in the market. It is now time to make Mr Green a similar success.”

As a result of the partnership Mr Green will be able to offer its end users an online casino and sportsbook that it says comes with a “unique front end where user experience and differentiation as key”.

Richard Brown, CEO of GiG, added: “I am pleased to announce this expansion of our collaboration and partnership with Mr Green. Latvia is an interesting market for online gambling, we are looking forward to support Mr Green’s growth with a strong, safe and entertaining product.”

The agreement is based on revenue share and is expected to go live in Q2 2020 with a limited contribution on GiG’s overall revenues next year, and an increase in 2021 onwards. 

GiG stresses that the Latvian interactive gambling market is expected to grow by more than 35 per cent in the next two years, with a market value of approximately €125m in 2022.