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One of the iGaming Industry’s Strongest Brands – Mr Green – Turns Ten

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One of the iGaming Industry's Strongest Brands - Mr Green - Turns Ten
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Ten years ago, one of the European iGaming industry’s strongest brand was created; Mr Green. It’s an example of a successful, Swedish entrepreneurship within the digital industry.

Customer surveys show that Mr Green is one of the most well-known brands among European iGaming players. Mr Green is the fifth most well-known brand in Sweden and in Austria the third most well-known. In Finland, he has a top-three position and in Norway Mr Green is ranked as number four. In Germany, Mr Green is the most well-known brand among casino players.

The creation of the brand was a coincidence. The founders – three Swedish IT-entrepreneurs – were looking for a powerful name of their new gaming site that would be associated with responsible gaming. Mr Green was one of the first sites that gave the players the opportunity to set limits and ever since the foundation Green Gaming has been a core of the business strategy. Last year, Mr Green launched its unique Green gaming tool which provides the customers with deeper insights into their gaming and risk behaviors.

“Green Gaming is part of our DNA,” says Per Norman, CEO of MRG. The brand recognition of Mr Green is amazing, and it is fantastic to see how many that relates him to entertainment and iGaming.

At the very beginning, Mr Green only offered casino games. Today, the site offers Sportsbook as well as tournaments and number games.

However, in the internal hierarchy, Mr Green has got to move down one step to make room for more brands. After three acquisitions the management took the decision to change the name of the Group from Mr Green to MRG to reflect the fact that the Group now holds more brands.

“Mr Green is of course still our flagship,” continues Per Norman. “We are now working with two global brands in parallel – Mr Green and Redbet, which we bought in the beginning of the year from the Bonnier Group.”

MRG is today a fast-growing iGaming Group with 187,000 customers in thirteen markets. In the second quarter revenues increased by 43.4 per cent and the Group has guided on a growth of at least 40 per cent for 2018 with an EBITDA margin of about 15 per cent. MRG is still what is was at its foundation ten years ago; an innovative, digital fast-growing Group.

 

MRG is a fast-growing, innovative iGaming Group with operations in 13 markets. MRG offers a superior experience in a Green Gaming environment. MRG was founded in 2007 and operates the iGaming sites Mr Green, Redbet, 11.lv, Winning Room, Bertil, MamaMiaBingo, BingoSjov and BingoSlottet. The Group had a turnover of SEK 1,192.0 million in 2017 and has over 300 employees. MRG has gaming licenses in Denmark, Italy, Latvia, Malta, the UK, and Sportsbook license in Ireland. MRG is listed on Nasdaq Stockholm in the Mid Cap segment under the name Mr Green & Co AB (ticker MRG).

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Betsoft Gaming Signs Partnership Deal with Simsino

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Betsoft Gaming has signed a partnership deal with Simsino, iGG’s newly launched casino brand.

The MGA licenced casino – simsino.com – will host Betsoft’s portfolio of table games and award-winning slots. Latest releases Alkemor’s Elements and the anime themed Kensei Blades, alongside classic hits The Slotfather and Weekend in Vegas are already available to play.

In order to further enhance gameplay, Betsoft launched its first promotional product, Take the Prize, earlier this year. The promotional tool will significantly add to the overall player experience by offering a random fortune wheel with cash prizes or bonuses in any of Betsoft’s qualifying games throughout any promotion.

Simsino has been designed to appeal to a younger player base looking for exciting promotions and fast, immersive gameplay. A generous Welcome Bonus and a unique “Simsino Cashback” feature are available as part of the Simsino loyalty programme. Furthermore, the easy-to-navigate site offers a streamlined user experience to take players straight to the games and promotions they want.

Anna Mackney, Head of Account Management at Betsoft Gaming, said: “We are delighted to be partnering with Simsino as they are a young and innovative brand. Betsoft has a diverse portfolio which appeals across many demographics and we anticipate a successful relationship with Simsino.”

John Foster, Head of Games & Aggregation Manager, iGG WhiteLabels, said: “Great content is a significant driver of customer traffic and so a provider of Betsoft’s calibre is essential for simsino.com and other iGG WhiteLabels. We look forward to seeing this partnership enhance players’ engagement with the brand.”

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Entain Appoints Rahul Welde as Independent Non-Executive Director

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Entain plc, the leading global sports betting, gaming and interactive entertainment group, announced the appointment of Rahul Welde as an independent Non-Executive Director. The appointment will take effect from 1 July 2022.

Rahul was most recently Executive Vice President of Global Digital Transformation at Unilever plc where he drove digital strategies for the Unilever brands. He is an Indian national and brings over 30 years’ experience in the global fast-moving consumer goods sector. On appointment, Rahul will become a member of the ESG (Environmental, Social and Governance) Committee.

“On behalf of the Board, I am delighted to welcome Rahul to Entain. Rahul brings with him exceptional knowledge of customer experience excellence, ecommerce and digital transformation. I am confident that his skills and expertise will further enhance the Board’s ability to support and oversee the delivery of our strategy,” Barry Gibson, Chairman of Entain, said.

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EM Group Joins Dutch Online Gambling Association

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The Dutch Online Gambling Association (NOGA) has welcomed EM Group as the newest member of the trade association.

The move comes as NOGA works to unite industry figures “under one flag” and to represent the industry’s collective interests as a whole.

The organisation has laid out some of its primary objectives, with two major goals being guarantees of consumer protection and the advocation of responsible gambling. NOGA hopes to achieve these through forging new partnerships and alliances with other key industry figures.

NOGA Director Peter-Paul de Goeij says the partnership has given NOGA a major boost, and that “EM Group also endorses NOGA’s core values ​​and objectives, and helps to achieve and defend them.”

He went on to describe how EM Group’s 15 years of international experience “is a great added value for us, and it also offers a wealth of additional expertise and experience that can only benefit the members of NOGA and the wider industry.”

EM Group MD Kees-Jan Avis said: “From EM Group we are very pleased to be part of the NOGA family.”

In describing NOGA and EM Group’s common goals, he said: “Think, for example, of the objectives and core values ​​with regard to the integrity and social responsibility of the sector.

“NOGA also endorses this and that is why we enter into the collaboration with great conviction and confidence. Our goal is to make a joint contribution to the online gambling market in the Netherlands and beyond.”

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