William Hill has selected Gaming Innovation Group as the igaming supplier for the launch of its brand into the Latvian market. 

The partnership will see GiG work with William Hill to rebrand its current holding in Latvia, 11.lv, into the company’s headline sportsbook and igaming product.

This rebrand of the 11.lv operator is central to William Hill’s Latvian expansion plans for its flagship brand, alongside its preexisting media partnerships and support for the Responsible Gaming Latvian Cup.

Janis Tregers, Managing Director for William Hill Latvia, stated: “We are very excited to continue our journey in the Latvian market by working with such a strong brand as William Hill. 

“11.lv has served us well and will be missed, but the transition comes easier to ourselves and our customers in large part because of the improvements in the product we have been able to deliver in collaboration with GiG to accompany this rebrand.”

GiG has also constructed Wiliam Hill’s new online offering in Latvia using its igaming frontend framework, designed to provide an ‘attractive, user-friendly and competitive’ sports betting and casino product. 

GiG set an objective of ensuring William Hill would ‘stand out as a leading operator’ in the Latvian market, where the company has recently announced a market launch for its flagship brand.

Richard Brown, GiG CEO, said: “We are proud that William Hill has chosen our frontend solution for the rebrand and launch of its newly acquired online casino and sportsbook sites for Latvia. 

“We look forward to continuing to support William Hill in their success and expansion in the Latvian market. ”
The announcement marks GiG’s second major supply deal of the week, after it was confirmed that the company would deliver its GiG Comply marketing compliance tool to affiliate group Rainmaker Network.