Gaming Innovation Group (GiG) has made a significant announcement that it has successfully migrated three of the leading sports betting brands onto its newly integrated sportsbook in Latvia.
This marks the first brands on the GiG Sports platform to go live on the new GiG Sports product, following the acquisition of Sportnco by GiG in April 2022.
William Hill, Mr Green, and Fenibet, collectively, will now benefit from GiG’s enhanced in-house capabilities. The proprietary technology combination is part of a global strategy aimed at offering a complete, tier 1 end-to-end solution with the sportsbook and platform to allow for a seamless user experience and a powerful single point of integration.
The GiG Sportnco sportsbook is now a truly global offering and enjoys access to over 36 markets, with a focus on localised flexibility to deliver tailored odds, personalised margins, and strategies to specific regulated markets.
William Hill has been operating in regulated Latvia since acquiring Mr Green in 2019 in a deal that included 11.lv, a brand that had already grown into a top three operator in Latvia since its inception in 2012.
According to data supplied by H2 Gambling Data, iGaming in the Latvian market grew by 92% year on year in 2021, with a forecast to achieve a five-year compound annual growth rate of 10% by 2026.
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 said, "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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