Mr Green eyes UK push with new website

Mr Green has begun the roll out of a new website and product suite as the operator looks to fend off gaming rivals in core markets and fight back against other entertainment providers.

Plans for a major product overhaul were first revealed by eGaming Review in July, and the new website went live in the UK yesterday accompanied by a new responsive mobile website as well as Android and iOS apps.

Bo Wänghammar, CEO at Mr Green Online Casino, said the overhaul was a “total refactoring” of the firm’s technology and product range, adding that the operator accepts it now has to compete against general entertainment providers as well as other operators.

“What you are seeing now is the decision we made to improve our customer experience and product across the board,” Wänghammar said.

“We feel that the industry needs to shape up in terms of entertainment – we are not only up against other online operators, we are competing against other forms of entertainment taking our customers time and money,” he added.

As part of the overhaul, which was conducted fully in-house, the operator said it sought a fresh perspective by hiring from outside of the industry, from firms including Electronic Arts.

“If we really scrutinise ourselves, the industry has stagnated in terms of product development. We don’t think the industry will thrive and grow in the future if we don’t take the next step,” Wänghammar said.

While the new site is now live, it is expected to undergo further changes in the coming days and weeks as the firm adds new products and functionality.

One of the key targets of the redesign will be the UK, where Mr Green acquired a licence in the summer. Wänghammar said the firm was committed to a strong marketing push in the jurisdiction.

“When it comes to the UK, this is a core market for us. We have reached a certain level of brand awareness and are ready with a new range of products to really push in the UK,” he said.