On May 11, Malta-based Gaming Innovation Group (GIG), a leading provider of cloud-based products, platform services and performance marketing to its B2B partners, revealed that it has signed an agreement with 3 sports wagering brands in order to launch its sportsbook platform, GiG Sportnco sportsbook, in Latvia.

This further means that these brands are the first on its award-winning platform to go live on the new GiG Sports product, following GIG’s purchase of Sportnco in April last year.

First customers:

Together, the William Hill, Mr Green and Fenibet brands will all reap the benefits of becoming GiG Sportnco’ first customers and experience GiG’s increased in-house capabilities.

Furthermore, William Hill has been involved in Latvia’s regulated market since its purchase of Mr Green in 2019 in a deal that involved 11.lv, a brand that had already become one of the three operators in Latvia after its establishment in 2012.

Moreover, the proprietary technology mix is part of an international strategy, which aims to provide a complete, tier 1 end-to-end solution with the sportsbook and platform and to enable an outstanding user experience and a strong, single point of integration.

Having now become a truly global offering, GiG Sportnco sportsbook has access to more than 36 markets, with an additional focus on the localized flexibility of distributing customized odds, personalized margins and customized strategies for specific regulated markets.

Commenting on the launch, 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 added: “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.

As for Latvia’s regulted iGaming market, it rose by 92% year-on-year in 2021.

However, it is projected to achieve a five-year compound yearly growth rate of 10% through 2026, according to data provided by H2 Gambling Data.


Founded and officially launched in 2012, Gaming Innovation Group is a flagship iGaming technology company offering solutions, products and services to iGaming operators worldwide.