Aspire Global has acquired 40 percent and entered a joint venture to co-launch the new brand Mr. Play, a fully regulated casino and sports betting site, live as of this week. Aspire Global will provide the technology and become a material shareholder, backing the new company to MEUR 2 along with various investors.

Aspire Global will be co-launching the new brand Mr. Play, in a joint venture together with industry veterans. Mr Play will be offering a fully regulated gaming experience including casino and sports betting. Aspire Global will provide the technology as well as a complete suite of in-house services such as bespoke CRM, multilingual Customer Support and multi-market licenses, for both casino and sportsbook.

“When we decided to launch Mr. Play, we looked for more than just a software vendor. We wanted a first-rate strategic partner who could provide us with anything it takes to carve out significant market share by offering customers the best possible online gaming experience”, says Hanan Greenberg, CMO at Mr. Play.

Apart from having acquired 40 percent of the shares in the venture, Aspire Global is expected to generate revenues from providing the technology and the core operational services on market terms. Based on business milestones the group of shareholders will finance the new company up to the tune of MEUR 4, of which Aspire Global’s part will be up to MEUR 2.