GiG’s enhanced sportsbook offering goes live in Latvia, onboarding three betting brands

iGaming technology firm Gaming Innovation Group (GiG) has announced that three sports betting brands have been successfully migrated onto its newly integrated sportsbook in Latvia.

Collectively, the William Hill, Mr Green and Fenibet brands have become the first customers of the new GiG sportsbook platform in that country, following the acquisition of Sportnco by GiG in April 2022, and are set to benefit from GiG’s enhanced in-house capabilities. 

“The combination of GiG’s proprietary technology 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,” said the company.

Being a global offering, the GiG Sportnco sportsbook has access to over 36 markets and is focused on localized flexibility to deliver tailored odds, personalized margins and tailored strategies to specific regulated markets.

William Hill has been actively operating in regulated Latvia since acquiring Mr Green in 2019 in a deal that included, a brand that had already grown into a top three operator in Latvia following its inception in 2012.

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 caliber is a great demonstration of the value we are able to offer to the market.”

Janis Tregers, Managing Director of 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.”

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, according to data supplied by H2 Gambling Data.