William Hill reshuffles management at new Malta hub

Updated: 26/03/2023

William Hill has announced a number of managerial changes at its new Malta hub as the bookmaker moves forward with its multi-brand approach.

A manager sitting in a chair

Patrick Jonker will be the new head of operations at Mr Green’s Malta hub. © Pexels.

The group’s new “digital multi-market” vision, called upon after recent acquisitions of Mr Green, RedBet, and others, has led to an integrated team being established at the group’s new Malta hub, which Hills acquired from Mr Green.

The new strategy has seen a number of changes in personnel. Per Norman, former group CEO of Mr Green, is to step down from that role, but will take on an advisory role as Chairman of GLHF.gg, an esports company.

Jesper Kärrbrink, former Mr Green Ltd CEO, is also to step down. He will move from Malta back to Sweden, where he is to join up with games studio Green Jade Games.

Heading up operations in Malta is Patrick Jonker. The former International MD of William Hill is now to become Mr Green Malta CEO and will lead out of the Malta hub.

Speaking about his new role, Jonker said:

Mr Green is a successful business and I am looking forward to working with the team to maximise the growth potential of our leading brands and products. Patrick Jonker, Mr Green Malta CEO

Ulrik Bengtsson continues to head up the new digital strategy. Speaking about the new appointments, he said:

We are making a small number of senior changes but otherwise we aim to allow Mr Green to continue to do what it does best and grow internationally. We are very pleased that the Group will continue to benefit from the experience of Per Norman and Jesper Kärrbrink in exciting joint ventures in esports and game development. Ulrik Bengtsson, William Hill chief digital officer

Regulatory difficulties in the UK led to a fall in full-year profits at Hills in 2018, the operator announced last week. However, digital divisions and the group’s US outlets are all going from strength to strength.

The acquisition of Mr Green was approved by all competition authorities in January.

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