The Mr Green brand of iGaming operator Mr Green and Company AB has reportedly issued an ‘urgent request’ asking affiliates to immediately cease advertising its online and live casino services to players in the United Kingdom.

According to a report from Casino News Daily, the brand’s communication requested that affiliates ‘must remove all materials promoting these products in the United Kingdom’ including pop-ups, banners, social posts, text links or ‘any other marketing materials’ while enigmatically citing ‘recent changes in compliance’ as the reason behind the move.

Ambitious aim:

Mr Green is licensed by regulators in the United Kingdom, Denmark, Ireland, Sweden and Malta while its parent was purchased by British sportsbetting giant William Hill in 2018 as part of an around £242 million ($316 million) deal. This move was reportedly seen as an endeavour by the London-listed buyer to secure an online base in the European Union following Brexit although it was forced to shutter the sportsbook tied to its latest acquisition’s Germany-facing virtual casino only last month due to ‘recent gambling regulatory changes.’

Sportsbetting swap:

The source reported that the request from Mr Green does not encompass the brand’s United Kingdom-facing sportsbetting product with the domain now said to be keen on having banners advertising its British online and live casino services substituted for those promoting its associated sports wagering facility.

Reportedly read the communication from Mr Green…

“We have replaced all casino and live casino banners with sportsbook banners. We kindly ask that if you see any banners of these kinds still on your site, that you let your account manager know. We are working hard to resolve this issue and will be sure to let you know once you are able to promote Mr Green casino and live casino again.”

Earlier departures:

Casino News Daily reported that Mr Green is not the first online casino operator to have recently altered the way in which it provides its services to punters in the United Kingdom. Swedish firm LeoVegas AB purportedly pulled its Royal Panda brand from the nation last month only a few days after the Malta-based operator behind the domains at SlottyVegas.com, GGBet.com and VulkanBet.com, Max Entertainment Limited, detailed that it was exiting the British market altogether.