The UK famous gambling brand William Hill, which is well known on the market for its services offered for online poker, casino and sports betting has decided to broaden its international exposure and become more digitalized, by purchasing Swedish gambling group Mr. Green, in a transaction for £242 millions which has just been confirmed by William Hill's CEO, Philip Bowcock.
There have been rumors regarding William Hill placing a bid in October as well, with the objective of helping the UK operator expand business outside the country and secure an international hub for developing business. Currently, the swedish group Mr. Green is already holding several gambling licenses in countries like Malta, Denmark, UK, Ireland, Latvia and Italy and is planning to get licenses in Sweden as well by the end of the year.
The deal proposed by William Hill has been approved by Mr. Green's board and thus the UK based gambling operator will tranform from a single brand with limited exposure into a group of brands that can help it enter new emerging markets and outperform the competition. According to our sources, William Hill offered SEK 69 (Swedish Krona) per Mr. Green share, which made Mr.Green recommend its shareholders to take the bid.
In the below video you can see APCW perspectives on this transaction which results in an acceleration of William Hill diversification.
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