MRG sets sights on sports growth in Denmark with new licence

MRG has set out plans to build on the early success of its online casino offering in Denmark by rolling out sports betting services under a new licence.

Awarded by Danish regulator Spillemyndigheden, the licence will enable MRG to launch its entire sports betting portfolio in the country.

MRG obtained a national casino licence in December of last year and has been operating the bingosjov.dk and bingoslottet.dk websites ever since.

In a statement, MRG said its casino offering “has grown quickly and is a success in Denmark”, which in turn led the company to also pursue a sports licence.

Per Norman (pictured), chief executive of MRG, told iGamingBusiness.com that it was always the firm’s intention to roll out its full service offering in Denmark.

“Our gaming site Mr Green got its casino licence in Denmark at the end of last year and it has been in our strategy all the time to launch the full Mr Green offering including the sportsbook also in Denmark,” Norman said.

“Mr Green’s casino offering has been a success in Denmark and after a quarter, revenue in Denmark amounted to 5% of MRG's total revenue.

“We want more Danes to discover and appreciate our Mr Green offering and enjoy a superior experience in a Green Gaming environment.”

MRG, which earlier this year rebranded from Mr Green, is also seeking growth in other markets, having recently announced expansion into the Baltics.

In addition, the operator is seeking to obtain a fresh approval in Sweden, having last month put forward an application for a licence ahead of the launch of a re-regulated market in January.

Speaking to iGamingBusiness.com about this application, Norman said Sweden is an “important market” for the firm and that he is looking forward to re-regulation in the country.

“The Swedish parliament approved a local gaming regulation in Sweden in June this year and it will come in place as of January 1, 2019,” Norman said. “This is something we have worked a long time for and we are looking forward to see Sweden finally becoming a regulated market.

“Sweden is an important market to us even though it is not our largest market; it represented approximately 18% of total revenue in Q2 2018.

“We recently handed in our applications and we are looking forward to continue to offer our Swedish customers entertainment in a ‘Green Gaming’, responsible gambling environment.”