Mr Green
closedMr Green is the world’s fastest-growing online casino and has been named the 2013, 2014, & 2015 Casino Operator of the Year by the International Gaming Awards (IGA).
| Date | Investors | Amount | Round |
|---|---|---|---|
| - | investor investor | €0.0 | round |
| investor | €0.0 | round | |
* | N/A | SEK168m | Secondary |
| Total Funding | 000k | ||
| EUR | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 |
|---|---|---|---|---|---|---|---|
| Revenues | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
| % growth | 36 % | 6 % | 11 % | 33 % | 5 % | 6 % | - |
| EBITDA | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
| Profit | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
| % profit margin | 11 % | 10 % | (14 %) | 4 % | - | - | - |
| EV | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
Source: Company filings or news article, Dealroom estimates
Mr Green is an international online gambling company established in 2007 by Swedish entrepreneurs Fredrik Sidfalk, Henrik Bergquist, and Mikael Pawlo. The founding team possessed significant experience in the iGaming sector, with Sidfalk and Bergquist having previously co-founded Betsson in 2001. Initially launched for the Swedish market in 2008, Mr Green distinguished itself by being one of the first operators to offer games from multiple suppliers with a seamless, single-wallet solution, removing the need for players to exchange chips between different vendors.
The company's business model is centered on providing online casino games, sports betting, bingo, and keno to a broad consumer base across Europe. Revenue is generated from the wagers placed by customers on these various gaming products. The company pursued a growth strategy focused on geographical expansion into locally regulated markets, brand enhancement, and improving user experience through its 'Mr Green 2.0' initiative. This led to several strategic acquisitions, including the Danish Online Casino Dansk Underholdning in 2017 and Evoke Gaming Ltd in 2018, which added brands like Redbet and Vinnarum Casino to its portfolio. A significant milestone in the company's history was its acquisition by William Hill PLC for £242 million in January 2019, a move designed to accelerate William Hill's digital and international diversification. Subsequently, in July 2022, William Hill was acquired by Evoke plc (formerly 888 Holdings), making Mr Green a part of the larger group's multi-brand strategy.
Mr Green's product offerings are extensive, featuring approximately 700 games from a wide array of developers like NetEnt, Microgaming, and Playtech. In 2016, the company expanded its portfolio to include a sportsbook. Further product diversification occurred in 2017 with the addition of custom bingo and keno products. A notable feature is the 'Green Gaming' program, which includes a predictive tool developed to analyze player behavior and promote responsible gambling. This tool helps players gain insight into their own risk behavior and allows the company to adjust its marketing communications to at-risk customers. The company holds gaming licenses in multiple jurisdictions, including Malta, the UK, Denmark, and previously Sweden.
Keywords: online gambling, iGaming, online casino, sports betting, Green Gaming, responsible gambling, William Hill, Evoke plc, Fredrik Sidfalk, Henrik Bergquist, Mikael Pawlo, European gaming market, casino games, live casino, mobile gaming, Redbet, Dansk Underholdning, gaming operator, Malta gaming license, UK gambling license, seamless wallet, multi-brand strategy, NetEnt, Microgaming
Tech stack
Investments by Mr Green
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