GiG Will Power William Hill’s Sportsbook in the Latvian Market

William Hill, one of the world’s most recognizable sports betting brands, has announced that it will go live in Latvia and the operator’s services will be powered by the iGaming platform of Gaming Innovation Group (GiG). Thanks to this partnership, GiG will ensure that William Hill will create attractive user-friendly gambling and sports betting product.

The Latvian Market Entry Was Made Possible via 11.lv

The operator noted that its Latvian launch was made possible via its sports betting brand 11.lv. Thanks to the newly-formed partnership, GiG will make sure that William Hill will stand out from the competition and become a leading brand in the country.

GiG will be working together with William Hill to rebrand 11.lv and transform it into WilliamHill.lv. This is currently one of the main objectives of the newly-founded partnership.

Nir Hakarmeli, the international managing director of William Hill, commented on the 11.lv platform and stated that he’s very proud of what the company has done with the 11.lv brand. He noted that the platform is one of the leading sites in Latvia and that puts William Hill in a good position to prove that William Hill is who should Latvian punters play with.

Janis Tregers, William Hill Latvia’s managing director, stated that 11.lv has done a fantastic job and “will be missed,” but the transition into WilliamHill.lv is easier for both the company and its customers due to the improvements that the rebrand will experience with GiG’s help.

The CEO of GiG, Richard Brown, also decided to share a few words on the agreement between William Hill and GiG and stated that the company is proud that William Hill chose it for its front-end solutions connected to the rebranding process.

William Hill International Is Set to Be Purchased by 888

Recently, 888’s shareholders gave the green light to William Hill’s acquisition. Caesars agreed to sell all of the non-US assets and the deal is set to be finalized by the end of June. 888 Holdings’ shareholder meeting resulted in 99% of the shareholders voting in favor to purchase William Hill.

The chairman of 888 Holdings, Lord Mendelsohn, commented on the purchase and stated that the company is looking forward to completing the acquisition towards the end of June and creating a global brand through a “combination of two highly complementary businesses.”

This process wasn’t as simple as everyone thought as the interest in William Hill’s non-US assets was actually big. Three other global brands wanted to purchase the company’s assets – Apollo Global Management, Kindred and Betsson.

After 888 reached an agreement to purchase William Hill, it announced that the brand will be maintained in the UK network as a way to continue William Hill’s heritage. Currently, William Hill has over 1,400 betting shops across the UK.