May 11, 2023 2 min read


GiG Doubles Down on Baltics Market with Latvian Sportsbook Integration

The acclaimed provider of gaming and sports betting solutions has launched with three leading sports betting brands in the Baltic market

The integration was accomplished with prominent sportsbook in Latvia, to name William Hill, Fenibet, and Mr Green, all of which will now benefit from the advanced sports betting platform solutions provided by Gaming Innovation Group (GiG). The news comes following a recent B2B license acquisition in the Nordics.

GiG Brings Prominent Sports Betting Solutions to Latvia

GiG brings a wide array of solutions intended to boost companies’ capabilities and sportsbook operations. To this end, GiG uses proprietary technology which is designed to offer an end-to-end solution for partner operators that are interested in sportsbook and platform offerings.

This translates into a seamless user experience and stands out by virtue of its simple and straightforward integration with targeted brands. The product that GiG deploys is a platform that is boosted by Sportnco, a solution and company that GiG acquired in April 2022. Sportnco provides GiG with access to more than 36 markets and brings flexible sports betting solutions.

Now, the company is making sure to strengthen its position in Latvia where the iGaming market grew 92% on an annual basis in 2021, with the market projected to achieve a five-year compound annual growth rate of 10% by 2026, based on data provided by H2 Gambling, a consultancy.

Confident about the Future of iGaming in Latvia

Commenting on this new opportunity, GiG CCO Marcel Elfersy hailed the opportunity to work with a number of prominent sportsbook brands in William Hill:

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.

GiG CCO Marcel Elfersy

William Hill Latvia managing director Janis Tregers was similarly pleased with the opportunity and what it meant for the company in the long term. Tregers said that William Hill was very happy to include this new sports betting solution by GiG and bring it to customers in the Latvian market.

“Our teams have worked closely with GiG to tailor a modern and competitive product to build on our strong position in the market,” Tregers concluded. GiG has been enjoying strong financials all throughout 2022 and in the first quarter of 2023. As the company pivots towards the Baltics, it has also been able to grow its presence in the Nordics.  


Although Fiona doesn't have a long-spanning background within the gambling industry, she is an incredibly skilled journalist who has built a strong interest in the constantly growing iGaming network. The team at is glad to have her on our roster to help deliver the best stories as soon as they hit. Aside from writing, she loves to dabble in online casino games such as slots and roulette, both for her own enjoyment and also as research to better improve her understanding of the industry.

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