Gaming Innovation Group (GiG) has announced that three sports betting brands – William Hill, Mr Green and Fenibet –have shifted to its newly integrated sportsbook in Latvia. 

This marks the first time the brands on GiG’s platform have gone live on the new GiG Sports product after GiG's acquisition of Sportnco in April 2022.

The GiG Sportnco sportsbook now has access to over 36 markets.

William Hill has been operating in Latvia since acquiring Mr Green in 2019 in a deal that included 11.lv, a company that was founded in Latvia in 2012 and had already become one of the three operators.

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 can offer to the market.”

Janis Tregers, Managing Director of William Hill, 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.”

GiG recently reported Q1 revenue of €28.4m ($31.4m), which is an increase of 49% year-on-year, as well as the company’s all-time high revenue.