Mr Green re-launches Garbo casino product
Currently available to Swedish players, operator looks to push brand into other markets
Mr Green has re-launched its mobile casino product Garbo in Sweden with the intention of targeting a new audience.
The Stockholm-listed operator described the brand as “catchy, clever and personal”, and would target the female audience through a heavy social media presence.
Acquired in 2014, Garbo remained in the dark for more than two years while Mr Green developed its proprietary tech platform.
Speaking to EGR Intel, group CEO Per Norman said Garbo would be used to experiment with new concepts. “If they work there we might try them on Mr Green,” he added.
Although a separate entity, Garbo will run on existing Mr Green operations, allowing for cross-sell opportunities between the two brands.
“This is a cost-efficient introduction due to the fact that we can take advantage of Mr Green’s competences, digital knowledge and supplier relations,” Norman commented.
Mr Green chief ventures officer Oskar Mühlbach added: “There is a big number of mobile gaming sites on the Swedish market, however, with Garbo’s sometimes provocative profile, I believe there is a position open for us.”
Norman plans to extend the brand into other markets already offering Mr Green’s casino product.