The listed British bookmakers William Hill wants to drive his international expansion and therefore has taken over the online platform MR Green. The globally active bookmakers invested 278 million euros in the acquisition of the Swedish success company to prepare for the time after Brexit. William Hill wants to align more international with strategic purchase, especially to use growth opportunities outside the currently difficult gaming game market in the United Kingdom.
"This planned takeover accelerates the diversification of William Hill - and creates immediate access to a digital and international business," explains Philip Hillcock, Chief Executive of William Hill. It is now about using the successful structures of the MR Green Group. Above all, the use of Maltese company headquarters of Mr Green means a strong growth pulse for William Hill.
William Hill is more known for sports bets in Australia. That from Used Eurogrand Best Casino Incidentally, it also belongs to the William Hill Group.
The brand MR Green has existed
Since 2008, that has been Online-Casino Mr Green its popularity continuously expanded and established itself to a strong brand. The 10-year success story celebrated the Swedish company this year with a series of lucrative bonus actions. Even after the takeover by William Hill, Mr. Green will be preserved as an independent brand. The MR Green Group is regulated by the Malta Gaming Authority (MAS) is also approved in Italy and the United Kingdom with appropriate gambling licenses and has a casino license for Denmark and a sports betting in Ireland.
The acquisition of MR Green by William Hill is one of many in the living international gambling industry. Pragmatic GO has expanded its portfolio only in July around the Studios belonging to the Novomatic Group of Extreme Live Gaming. Customers in online casinos get little of the acquisitions: Only when the company logos change to the gaming tables, entrepreneurial decisions for everyone will become apparent. In any case, nothing changes to the quality of the casino games.
Re-alignment for William Hill inevitable
For William Hill, the strategic realignment was inevitable. Due to new legal regulations and increasing taxes, the British traditional company, which has been operating at the market since 1934, significantly reduce its profit forecasts for the current financial year. An estimated between 225 and 245 million British pounds William Hill will generate, in the past financial year, there were still 291.3 million GBP.
The British government was hard against so-called "Fixed Odds Bettling Terminals" (short fobs). At such machines, customers can complete bets with fixed quotas. Fraud the upper limit for a betting insert so far 100 pounds, the limit after the new regulation is only 2 GBP. The enormous losses in the operators of such machines are accompanied by lower tax revenues of the state, which tries to balance these losses by a significant increase in taxation of gambling companies.
William Hill looks for a reduction in online net income for the second half of the year at five percent and the betting offices by four percent. Overall, however, online net sales rose by four percent by 23 October of the current year, with a simultaneous decline in sales in the betting offices by four percent. Due to a reorientation and offering alternative game options, sales losses will be compensated again in the future. The focus is on the legalization of sports games in several states of the USA. There, net revenues rose to strong 36 percent over the course of the year.
By taking over Mr. Green, the bookmaker William Hill expands its international portfolio. Not least because Mr Green will benefit one of the new Swedish from the next year, which will be required for the operation of online casinos in the Scandinavian country. In total, William Hill's profit forecasts should be significantly more positive for the coming financial year.
