Aspire Global in JV to launch Mr. Play brand

Aspire Global has agreed a joint venture with a group of ‘industry veterans’ to launch the new Mr. Play casino and sports betting brand.

The company has acquired a 40 percent minority shareholding, backing Mr. Play with a Euro 2 million investment.  A further Euro 2 million has been pledged by other investors.

In addition to the technology behind the brand, Aspire will provide a complete suite of in-house services such as bespoke CRM, multilingual Customer Support and multi-market licenses, for both the Mr. Play 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,” Hanan Greenberg, chief marketing officer at Mr. Play, said.

“We are always open to opportunities where we can leverage our strong position in new profitable ways,” added Tsachi Maimon, chief executive officer of Aspire Global. We are excited to be part of this joint venture and look forward to materializing the potential of this product in our role as full partner.”

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