Gaming Innovation Group (GiG) will power the launch of a new sportsbook brand in the Lativan market, FeniBet, in collaboration with one of its long-term partners in the country. 

Working with Novomatic AG Group’s Admirāļu klubs, FeniBet’s entry into the Latvian sector is GiG’s third in the country, as the platform and sportsbook provider looks to further consolidate its foothold in the regulated betting space. 

FeniBet operates as an online sportsbook and casino, built using GiG’s front end framework, with the aim of providing an online player and betting experience with a range of games and live sports wagering markets. 

The launch marks GiG’s first major commercial development in Q2 2022, following on from the Malta-based firm’s extension of its partnership with Betsson and acquisition of Sportnco in the first quarter. 

Richard Brown, CEO at GiG said: “I am proud to announce that we have gone live in Latvia with Admirāļu klubs, another successful land-based operation embracing the online space. It’s always an exciting moment for GiG to power a launch, even more so when it’s part of an operator’s digital transformation, allowing them to expand their operations. 

“Latvia is an exciting market, which has seen great growth over the past few years, as our third within the region, this launch further compliments our aim of becoming the regulated markets’ partner of choice. I have every confidence that FeniBet is set to be a market-leading casino and sportsbook.”

GiG signed a long-term agreement with Admirāļu klubs on 13 November 2020, a supply deal which covered the provision of its platform sportsbook, frontend development and turnkey managed services.

Admirāļu klubs is an established name in the Latvian land-based gaming market, operating several venues throughout the country. The launch of FeniBet marks an expansion of the Novomatic brand’s presence within the online betting scene. 

Mārtiņš Opmanis, Head of I-Gaming at Admirāļu Klubs, commented: “The launch of FeniBet casino and sportsbook takes our business to its next stage of growth, further expanding our operations in the digital space. 

“We are confident to enter the highly competitive and regulated online gaming market in Latvia with the new platform offering the best of GiG’s features such as personalised customer experience, swift payment processing and wide selection of games.”