The exciting new esports venture between MRG and Gamingzone Entertainment has reached an agreement with the Gaming Innovation Group (GiG) with a product ready for launch in early 2019.

MRG and GiG esports

MRG, formerly known as Mr Green & Co, is a Swedish iGaming operator. Its flagship product is the popular "Mr Green" brand, which was launched in 2008.

Throughout the last few years, MRG has sought to expand its portfolio by acquiring several established brands, including Redbet,, Bertil, Mama Mia Bingo and Winning Room among others. It is co-heading this new esports project to increase its reach further into new markets.

Gamingzone Entertainment (GE) partnered with MRG in May 2018 for this project. It is an esports entertainment company. Using its experience from TV and media, GE creates narrative and entertaining content for this fledgling industry.

GiG was chosen for its customisable Core platform. It already powers a number of highly-successful online casinos like Guts, Rizk, Betspin and Kaboo, meaning it brings plenty of experience to the project.

What is GL.HF.GG?

GL.HF.GG stands for Good Luck. Have Fun. Good Game.

The overall aim of the venture is to build an esports community which includes a comprehensive range of betting options across a variety of games. There will also be live streaming content and other related forms of esports entertainment.

While it is now clear what platform GL.HF.GG is being built on, very little else is known as to the specifics of the venture. The only sound bites made available have been that they (MRG and GE) are seeking to deliver a next-generation esports experience. Heading this operation is Niklas Grawe, a former executive from the Swedish media and telecoms sector.

Why the shift into esports?

Per Norman, CEO of MRG, confirmed:

"There is a massive engagement around eSports today with 200 million frequent viewers globally every day. Our ambition is to build the world's most engaging eSports community together with Gamingzone Entertainment. Together we will offer a new community called GL.HF.GG for eSports fans with a focus on entertainment, streams and betting on eSports to embody the true meaning of GL.HF.GG."

An enthusiastic Robin Reed, CEO of GiG also shared his desire of being a part of this revolutionary project by saying:

"We highly value MRG's and Gamingzone's knowledge and experience in both iGaming and eSports and are delighted to enter the fast-growing eSports vertical .Together with them, adding further scale to our ecosystem. We are looking forward to supporting GL.HF.GG in our mutual strategy of offering innovative, entertaining and engaging products supporting their growth in this increasingly prominent market".

With the wheels now fully starting to turn, the excitement surrounding GL.HF.GG is beginning to build. It has the potential to become a brand leader in this space - if the project delivers as promised.

Last update: 30-09-2019
New games and technologies