Mr. Green continues Nordics push with viral marketing focus

Mr. Green will amp up its marketing efforts to boost sluggish growth in its core Nordic markets, after reporting a 0.6% year-on-year drop in revenues for the region.

CEO Per Norman told EGR Intel he was “not fully satisfied” with the Q1 Nordics figures revenue of £8.2m, adding: “It is something we are working on.”

Norman said the operator would seek to be “more precise with [its] marketing”, focusing more on digital marketing through viral campaigns across Mr. Green’s social media channels.

The firm’s latest “Looking for Entertainment? Ask for Mr. Green” campaign was launched in March, connecting the brand to a series of viral videos that have amassed 15 million views between them.

“We have taken a few good steps over the last quarter to enhance our offering,” Norman said.

“That goes hand in hand with the brand, and our aim to be a bit different and to test other marketing channels compared to the mainstream operators, to push not only bonuses and free spins but also point out the entertainment part of our offering.

“We know that we have a very strong brand in the Nordic countries and that helps to have efficient marketing, but we’ll see in the coming quarters,” Norman added.

With the acquisition of Danish operator Dansk Underholdning completed in April, Norman said he was confident the region’s figures will improve in the coming quarters.

The operator reported a 30% year-on-year increase in marketing costs to SEK100m (£8.8m) in Q1.