William Hill commences “light-touch” MRG integration with Malta office move
Chief digital officer Ulrik Bengtsson says “the plan is actually to do nothing in the short-term”
William Hill has begun a “light-touch” integration with Mr Green as Hills’ International staff start to move into Mr Green’s Malta office, EGR has learned.
On the process, Hills chief digital officer Ulrik Bengtsson told EGR: “The plan is actually to do nothing in the short-term as we really want to run Mr Green as a standalone brand and company.
“Obviously there will be some sort of light-touch integration in terms of reporting and contracts but in terms of actually running the commercial part of the business there will be very little change.”
Bengtsson said the roadmap for the take-over would focus on leveraging technologies and skills across the two operators.
“Where can we create more value by working together and using each other’s technology and platforms and skills, and not necessarily focusing so much on hard coding integrating and merging,” he said.
A number of Hills staffers, including regional manager Clemens Keiser, are now reporting to Mr Green MD Magnus Alebo.
“There is a lot of change to move the big people into the Mr Green set-up rather than the other way round,” Bengtsson said.
Patrick Jonker, former Betsson MD, will join Hills in March to lead its international business from Malta.
William Hill’s £242m acquisition of Mr Green’s parent company MRG was finalised in January.