Gaming Innovation Group (GiG) and William Hill have come to an agreement, with the igaming software provider powering the UK bookmaker’s launch into Latvia.

The partnership has seen GiG construct Wiliam Hill’s new online offering for the country using its igaming frontend framework, designed to provide an ‘attractive, user-friendly and competitive’ sports betting and casino product. 

GiG set an objective of ensuring William Hill would ‘stand out as a leading operator’ in the Latvian market, where the company has recently announced a market launch for its flagship brand.

Richard Brown, GiG CEO, said: “We are proud that William Hill has chosen our frontend solution for the rebrand and launch of its newly acquired online casino and sportsbook sites for Latvia. 

“We look forward to continuing to support William Hill in their success and expansion in the Latvian market.”

GiG will work with William Hill to rebrand the 11.lv site – Hill’s holding in the Latvian market – into WilliamHill.lv. A rebrand of the 11.lv operator is central to William Hill’s Latvian expansion plans for its flagship brand.

William Hill has lauded 11.lv bet as providing it with a strong foothold in the country, where the latter has become a ‘top three player, whilst additional focal points of the launch include pre-existing media partnerships and financial support for the Responsible Gambling Latvian Cup.

Janis Tregers, Managing Director for William Hill Latvia, added: “We are very excited to continue our journey in the Latvian market by working with such a strong brand as William Hill. 

“11.lv has served us well and will be missed, but the transition comes easier to ourselves and our customers in large part because of the improvements in the product we have been able to deliver in collaboration with GiG to accompany this rebrand.”

The announcement marks GiG’s second major supply deal of the week, after it was confirmed that the company would deliver its GiG Comply marketing compliance tool to affiliate group Rainmaker Network.