William Hill has deepened its footprint within the Latvian market, commenting that it sees “great underlying growth potential for online casino entertainment” after the launch of its Mr Green brand.

Following the 2019 acquisition of MRG group and its associated brands, William Hill is striving to expand its foothold within the regulated jurisdiction.

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

In addition to operating the 11.lv entity, which the group asserts is “the second-biggest operator in the market”, William Hill has launched mrgreen.lv under the licence issued by Lotteries and Gambling Supervisory Inspection of Republic of Latvia. 

Via the move, the company, which says Mr Green will complement the well-established sports DNA of 11.lv, intends to cater to the increasing appetite of Latvian players for online entertainment within a safe and fair environment. It is added that the group will leverage, among other things, compliance and operational expertise acquired via 11.lv.

Janis Tregers, CEO of Latvian operations, added: “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.”