Two of the three Betsson group founders, Fredrik Sidfalk and Henrik Bergquist, have been busy for the past few months gearing up an online gambling operation powered by Swedish provider NYX Interactive and branded Mr. Green.com.
Steered by managing director Mikael Pawlo, who heads a 10 man team, the new venture has been very professionally prepping the Swedish market with an active blog atwhatismrgreen.blogspot.com, corporate clothing and a video at, featuring some pretty cool jazz background music.
Pawlo is a respected IT entrepreneur, a prolific blogger and co-owns Piggelino.se, involved in sports and training and Voxbiblia.se - the Word in modern packaging. He is also a small seed investor in Wemind.se, an online and offline treatment based on cognitive behavioural therapy. His personal interests include the history of the Renaissance in Europe.
The new casino comes only in the Swedish language at present and is clearly aimed at that segment, although it carries a Maltese LGA licence and has plans for future expansion.
For Sweden based NYX, the new casino extends the software developer's product family by offering games of chance which attract new target groups. NYX Bingo is already used widely amongst the larger Internet gambling operators, and the company hopes that Mr. Green Casino will lead NYX Interactive to a new customer segment.
The software includes responsible gambling elements whereby players can set their own limits on how large a risk they want to take on a daily, weekly or monthly basis.
"Strategically, Mr Green is an important partner for us and we are extremely pleased that they have chosen NYX as their partner in this casino venture," said Staffan Lindgren, CEO, NYX Interactive. "In our opinion, and we have been around a while, we see casino [gambling] entering a new phase in its product lifecycle. Our casino will take market share fast.
"Mr Green has chosen a casino product with a completely new look and feel and we have been inspired, among other things, by the iPhone's navigation and have also added clear information on responsible gaming."
"Through this agreement with NYX, Mr Green has a strategic partner with whom to develop a casino experience above and beyond the usual," says Mikael Pawlo.
Mr Green first went live in August 2008 and now offers a range of card games that includes French roulette and Black Jack, a range of slots like Hill Billy Haven and Tiki Treasure, video poker and lottery offerings.