Mr Green, the leading brand in the online gambling business group MRG owned by William Hill’s UK bookmaker and licensed in a number of regulated European markets for providing online sports betting and casino services, urged its UK branches to remove immediately all casino advertising material from their websites and social networks.
Among the reasons for the urgent ban Mr Green named the latest changes in marketing compliance.
The operator does not specify whether claims have been made to its gaming product, which may be a reason of the immediate termination of all advertising activities of the casino.
In a message to UK branches Mr Green says to stop advertising the offer of the UK Casino operator and Live Casino, to remove all materials promoting these products in the UK, such as banners, text links, pop-ups, social media posts and any other marketing materials intended for players from the UK.
William Hill acquired MRG in early 2019 for about £ 242 million. They wanted to reduce the British bookmaker’s dependence on its domestic market and to strengthen its position in online gambling. MRG, headquartered in Malta, also provides its owner with a base in the EU.
What about sports betting, they are still being advertised and they are also available. They have only replaced all content with online casino with banners advertising sports books.
Mr Green is the latest in a series of operators who have been forced to make changes to the way they serve UK players and advertise their products there under growing pressure from regulators.
There are operators who have decided to leave the UK market altogether and explore growth opportunities in other regions. Among them the Swedish gaming group LeoVegas has announced about withdrawing of Royal Panda brand from the UK market. The popular online gaming and sports betting brand closed its doors to local customers on January 31.
Also in January, Malta-based online entertainment company Max Entertainment announced its decision to leave the UK market and focus on the well-regulated markets of the European Union. The operator received a license revoked by the UK Gambling Commission in the summer of 2019.
That’s why MaxEnt decided to move on and take advantage of growth opportunities in other jurisdictions. The operator manages the recently launched online casino brands such as GoSlotty, Vulkanbet, GGBet and sports betting brands.
After these changes and restrictions some UK players are really afraid of forthcoming proscription of online gambling in the UK.