1. Parent Company

2. Management

3. Brands and licenses

4. Product offering

5. Sponsorship

6. Green Gaming

7. References

8. External links

Mr Green Ltd. is an online gambling company that offers online casino, Sportsbook, Live Casino, Bingo, and Keno. Mr Green Ltd is regulated by the MGA, Malta Gaming Authority in Malta. Mr Green is also licensed and holds gaming licenses in UK, Italy, as well as a casino license in Denmark and a Sportsbook license in Ireland. The head office of Mr Green is in Sliema, Malta.

The online casino Mr Green was founded in late 2007 and launched in 2008^[1] by the three Swedish entrepreneurs: Fredrik Sidfalk, Henrik Bergquist and Mikael Pawlo. Sidfalk and Bergquist had experience in the iGaming sector after founding the company, brand and website of Betsson together with Anders Holmgren back in 2001.

When launching in 2008,^[2] Mr Green was one of the first operators to offer games from several game suppliers and built a seamless wallet solution, whereby it was no longer necessary to exchange chips to play games from different vendors. Today Mr Green offers about 700 games from NetEntertainment, Play'n Go, Microgaming, Merkur, Playtech, Yggdrasil, Evolution, Thunderkick, Elk Studios, Quickspin, Aristocrat, Lightning Box, Push Gaming, Betsoft, Big Time Gaming, Extreme Live Gaming, Felt Gaming, IGT, Blueprint, Pragmatic Play, Push Gaming, Playtech, Realistic Games, SG Digital, Core Gaming, Relax Gaming, Just for the Win, GamesLab, Gamevy, Fuga Gaming, Iron Dog Studios, 1x2 Gaming, Inspired Gaming and RabCat.

Parent Company

Mr Green & Co AB is the parent company of the group, where the online casino Mr Green (Mr Green Ltd) is the largest company. The parent company, Mr Green & Co AB, is based in Stockholm, Sweden. Per Norman, former chief technology officer at Swedish media business Modern Times Group (MTG), was named president and chief executive of Mr Green & Co in 2015, replacing the departing Mikael Pawlo in the role.^[3]

Mr Green & Co AB advanced to the Mid Cap segment in December 2017 after Nasdaq Stockholm’s yearly review of the market value of the companies on its main market. This means that Mr Green is segmented as a Mid Cap company as of 2 January 2018.^[4]

Mr Green & Co AB changed name to MRG in May 2018. [https://www.mrggroup.com/en/media/press-archive?page=%2Fen%2Fpressreleases%2Fmr-green-gives-guidance-for-2018-and-communicates-new-financial-targets-at-its-capital-markets-day-1580386%23]

On 31 October 2018, before the opening of the London Stock Market, it was formally announced that William Hill ^[5] have made a cash offer of £242m to acquire Mr Green & Co, as part of their International Growth strategy and revenue mix.

Management

Jesper Kärrbrink^[6] was appointed CEO of Mr Green Ltd in April 2016, after 5-year tenure at Euroflorist. Kärrbrink comes from a strong media background. From 1998 – 2000, Kärrbrink headed up the digital business department at international media group Bonnier. He then moved over to Provider Venture Partners where he assumed the role as Partner & Venture Manager.

From 2004 until 2008, Kärrbrink was the CEO of Svenska Spel, a state-owned company operating in the regulated gambling market in Sweden. In 2008 he moved over to the Nordic based directory service company Eniro where he assumed the role as President and CEO.

In 2011, he was appointed CEO of Euroflorist and grew the company’s online sales by 30 percent per year. He was also Executive Vice-Chairman of Euroflorist AB and a member of Euroflorist’s AB board.

Brands and licenses

Mr Green Limited is a company registered in accordance with Maltese Law with registration number C43260, Registered office: Mr Green Limited, Tagliaferro Business Centre, Level 6, 7 & 8, High Street, Sliema SLM 1549, Malta; for UK customers, Mr Green Ltd is licensed and regulated by the UK Gambling Commission, License Number: 000-039264-R-319432-008.

Mr Green holds a license in Italy following the 2015 acquisition of Italian operator Mybet Italia, and approval by the country’s gaming regulator AAMS, to facilitate its entry into the regulated Italian online gaming market.^[7][8][9]

Mr Green was awarded a UK Operator Licence in July 2015, which further shows the company's aim to increase the proportion of revenues from locally regulated markets ^[10]

Mr Green was awarded a casino license in Denmark as part of the company’s strategy of expansion to locally regulated markets^[11] after the acquisition of the Danish Online Casino Dansk Underholdning including the brands Bingosjov, Bingoslottet and Balletbingo in 2017.

In February 2018, Mr Green finalised the acquisition of Evoke Gaming Ltd including the gaming sites Redbet, Vinnarum Casino, Bertil and MamaMiaBingo with the intention to expand Redbet in Mr Green's existing and future markets.^[12]

Product offering

Mr Green offer approximately 1000 casino slot games, of which 750 are available on mobile as well, from suppliers like NYX, IGT, NetEnt, Quickspin, Microgaming, SG Interactive, Yggdrasil, Play ‘n Go, Edict, Push Gaming and Blueprint.

Mr Green’s LIVE Casino offer an immersive casino experience with real dealers including LIVE Blackjack, LIVE Roulette, LIVE Baccarat and LIVE Casino Hold’em.

In April 2016, Mr Green launched their Sportsbook powered by the Swedish based platform provider Kambi with the intention to offer Mr Greens players a personalised sports betting experience.^[13] In September 2017 Mr Green launched Sportsbook Version 2.0, an updated version of the product that featured a BettorLogic partnership providing unique football in-play features and CRM and marketing assistance.^[14]

In October 2017, Mr Green expanded its product range to include custom bingo and keno products to widen the player offering and continue to build brand awareness and attraction in the UK,^[15] both platforms powered by iGame provider CozyGames.^[16]

Following a partnership with Swedish developer NetEnt, Mr Green launched a 3D live casino through their mobile platform in February 2018. Known as 'Live Beyond Live', the virtual environment based experience is designed to immerse players in a social and interactive environment.^[17]

Sponsorship

In November 2017, Mr Green announced a sponsorship deal with Scottish football club, Celtic. As a result of this sponsorship, Mr Green sportsbook became Celtic's official casino partner. This followed previously signed deals with English club Wigan Athletic and Irish side Bohemian.^[18]

In November 2017, Mr Green was the head sponsor of the Professional Darts Corporation Players Championship Finals which took place at the end of the month.^[19]

Green Gaming

Mr Green invests generously in its Green Gaming Programme.^[20] When a new customer signs up, he or she is asked to set limits for the risks he or she is willing to take in his or her play.

In September 2017, Green Gaming announced a new predictive gaming tool designed to revolutionize the online gambling sector. The Green Gaming Predictive tool, developed in partnership with Sustainable Interaction and Sebastian Gassner analyses the playing behaviour of a customer and combines it with the customer's own perception of their risk behaviours which gives players the ability to gain insight into their own risk behaviour.^[21]

Mr Green have committed to adjusting communications based on the individual customer's risk behaviour. Players who exhibit increased risk behaviour will be asked to set different limits for their playing or to step back from playing for a period. Mr Green will also refrain from communicate sales messages to customers with increased risk behaviours.^[22]

References

External links

• [https://www.mrgreen.com Official site]
• Mr Green & Co AB Company site
• [https://newfreecasinospins.com/mr-green-casino-no-deposit/ Mr Green casino review]
• [https://www.bloomberg.com/quote/MRG:SS Bloomberg.com Market Data for Mr Green & Co]

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