LATAM: Late entry is no bar to companies with the right brand – Mr Green exec

LATAM: Late entry is no bar to companies with the right brand – Mr Green exec

Tuesday, May 31, 2016 Totally Gaming
Bo Wanghammar said Mr Green's branding helped it to succeed in the UK despite late entry

Operators that have the right product and brand can overcome the problems of late entry to a gambling market, according to Bo Wanghammar, group business development director of Mr Green.

Wanghammar will discuss the issues associated with being a late entrant during a much-anticipated session at Juegos Miami - which begins in Florida today - later this week. 

While there is lots of fun to be had from the start in Miami, thanks to a series of great social events, Wanghammar’s company knows what it is like to be late for the party. Founded as recently as 2007, when many of its rivals were already firmly established, Mr Green has had to play catch-up in mature markets over the last 10 years. During his case study, Wanghammar will give an honest assessment of the weaknesses that he identified in Mr Green’s offering, and how the company was able to make improvements.

Wanghammar told TotallyGaming.com that Mr Green’s success in the UK shows that operators can take on the existing superpowers as long as they have a unique identity and a strong offering. 

“Mr Green launched in the UK a few years ago and has established a solid presence,” said Wanghammar, whose session is entitled ‘Case study: Business and regulatory assessment of the UK market - examining the most saturated and competitive iGaming market for launch as a late entrant’.

“We had already established ourselves well in several key European markets and the Nordics were becoming less and less important for us.

“When I came aboard in early 2014, I realised that we were missing a number of key components for maximising our chances of success. Our games portfolio was not complete. The UK market is mobile-heavy and our mobile web and apps were not strong enough - in fact we had no apps. I also identified that in order to really break through in the UK, we needed to broaden our product offering, which resulted in Mr Green just recently announcing that we will be launching sportsbook shortly.

“So far, we have understood what a great brand fit Mr Green is for the UK market. The Mr Green character is a British gentleman, right?”

Juegos Miami, operated by Clarion Events, gets under way today (Tuesday) with executives and senior figures converging on Florida for what promises to be one of the biggest events of the year for the gaming sector. Taking place at the picturesque Biltmore Gables, Juegos Miami offers fantastic networking opportunities, social events and a learning agenda presented by some of the biggest names in the gaming industry.

The event is focused on Latin America and the Caribbean, and, in a boost for those still hoping to break into the region, Wanghammar believes late entrants into Europe’s major markets face much greater hurdles in comparison. He added that Juegos Miami gives all types of Latin American companies a great opportunity to learn from the experiences of their European counterparts.

“Coming late to the UK is a whole different game than coming to Latin America,” he said. “With over 2,400 licensed UK operators, the market is super crowded. We are a brand and product company and we feel that the industry is not performing well in these two dimensions. That is why we have been able to get a strong foothold in the UK quickly.

“The online gaming market in Latin America is playing catch-up with Europe. Regulators, land-based casinos and other parties in Latin America can tap into a wealth of know-how and solid experience by interacting with Europe.”

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