William Hill, Mr Green and Fenibet Leverage GiG’s Enhanced Sportsbook Offering in Latvia

Gaming Innovation Group (GiG) has successfully migrated three prominent sports betting brands onto its newly integrated sportsbook in Latvia. This marks the first deployment of brands on GiG’s award-winning platform using the new GiG Sports product, following GiG’s acquisition of Sportnco in April 2022.

The William Hill, Mr Green, and Fenibet brands will now leverage GiG’s advanced in-house capabilities. The combination of GiG’s proprietary technology forms part of a global strategy aimed at providing a comprehensive, tier 1 end-to-end solution. This approach ensures a seamless user experience and a powerful, single point of integration for the sportsbook and platform.

With a truly global presence, the GiG Sportnco sportsbook covers over 36 markets and focuses on localized flexibility. This allows for tailored odds, personalized margins, and customized strategies specific to regulated markets.

William Hill has been operating in the regulated Latvian market since acquiring Mr Green in 2019, including the brand 11.lv, which has grown into one of the top three operators in Latvia since its establishment in 2012.

The Latvian iGaming market experienced a significant 92% year-on-year growth in 2021, with a projected compound annual growth rate of 10% by 2026, according to data provided by H2 Gambling Data. This favorable market trend reinforces the strategic value of GiG’s enhanced sportsbook offering in Latvia.

By integrating GiG’s innovative sportsbook solution, these leading brands are poised to capitalize on the thriving Latvian iGaming market and provide an exceptional sports betting experience to their customers.

Marcel Elfersy, CCO of GiG said, “This is a very welcome milestone for us on our strategic roadmap, as we start to harvest the enormous potential of our combined sportsbook and platform offering. William Hill is one of the most famous brands associated with sports betting worldwide, and so supplying our proprietary technology to tier 1 providers of their calibre is a great demonstration of the value we are able to offer to the market”

Janis Tregers, Managing Director William Hill Latvia added, “We are glad to offer this new Sportsbetting solution to our customers in Latvia. Our teams have worked closely with GiG to tailor a modern and competitive product to build on our strong position in the market.”

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