Strategy

Exclusive: William Hill chases global gains with transformed Mr Green character

Operator to modernise casino brand after commissioned research concluded core identity had started to drift

William Hill has initiated a realignment of its Mr Green brand strategy, EGR can exclusively reveal. The revamp centres on growing Mr Green’s brand identity as William Hill seeks to turn the business into a global brand, while also making the character of Mr Green more aspirational for consumers. William Hill decided to reset the brand after…

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