NetEnt/Ve Global joint venture signs Mr Green to media buying services partnership

Mr Green, which offers online casino, sportsbook and live casino in 13 countries, is the latest operator to sign up to the partnership, which is the largest data-collaboration of its type in the industry.

As a by-product of this partnership, the NetEnt and Ve-powered services will enable Mr Green to be more accurate and precise in its marketing activities, thanks to a first-to-market programmatic solution. It combines NetEnt’s global data with Ve’s Demand Side Platform (DSP), which aims to improve online player acquisition and retention through greater personalisation and targeting.

Announcing the decision to join the partnership, Oskar Mühlbach, MD of Mr Green subsidiary Green Media, said: “NetEnt and Ve’s media buying programme has the potential to be a true game-changer for online marketing in the igaming industry. We are excited by the opportunities and efficiencies it will bring to our business.”

Speaking ahead of ICE, Morten Tonnesen, CEO at Ve Global, said: “We’re thrilled to welcome Mr Green, as customers in a growing community that’s dedicated to a consumer-first approach within the iGaming industry. As a highly innovative casino operator, Mr Green and its leadership, have already led the charge on a number of technological fronts, and their commitment to improving customer journeys puts them at the forefront of the industry.”

Henrik Fagerlund, Chief Product Officer of NetEnt, added: “NetEnt and Ve are disrupting media buying strategies for online casino and, as an operator renowned for its innovation and ambition, Mr Green is perfectly placed to maximise the benefits. The programme will bring instant improvements across customer acquisition costs, retention rates and brand awareness.”

NetEnt and Ve will officially launch their media buying services to the international online gaming industry on NetEnt’s stand (N3-242) at ICE Totally Gaming (February 6-8, 2018) at ExCeL, London.

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Robert Simmons

Gambling Writer

Robert Simmons served as a writer for Gambling Insider, where he was an active contributor from 2017 until 2018. Throughout his tenure, Robert executed in-depth market research and wrote over 500 news and press-release articles covering the global gambling industry under strict editorial standards and tight deadlines. He contributed editorial support to the production of five 100+ page Gambling Insider magazines, eight 25+ page Trafficology magazines, and five 25+ page special print focus editions. In addition, he produced 30 in-depth feature articles for print, secured over 30 contributions from external writers, and built long-standing professional relationships with industry stakeholders across all levels of the gambling sector.

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