Stockholm-listed online casino operator Mr Green has signed up to the new media buying programme jointly operated by NetEnt and Ve Global.

The operator will gain access to a new media buying platform from NetEnt and marketing technology developer Ve, which promises to deliver more accurate and precise marketing activities.

"NetEnt and Ve's media buying programme has the potential to be a true game-changer for online marketing in the iGaming industry," said Oskar Mühlbach, managing director of Mr Green's Green Media subsidiary. "We are excited by the opportunities and efficiencies it will bring to our business."

This new solution will combine Ve's Demand Side Platform (DSP) and NetEnt's industry-specific statistical insights. Through this, the pair aim to offer a product allowing operators to run personalised and targeted marketing campaigns, improving player acquisition and retention efforts.

Ve Global (formerly VE Interactive) and NetEnt agreed a joint venture in October last year, with Gaming Innovation Group the first client to sign up for the solution.

"We're thrilled to welcome Mr Green, as customers in a growing community that's dedicated to a consumer-first approach within the iGaming industry," Ve Global chief executive Morten Tonnesen said. "As a highly innovative casino operator, Mr Green and its leadership, have already led the charge on a number of technological fronts, and their commitment to improving customer journeys puts them at the forefront of the industry."

NetEnt chief product officer Henrik Fagerlund added: "NetEnt and Ve are disrupting media buying strategies for online casino and, as an operator renowned for its innovation and ambition, Mr Green is perfectly placed to maximise the benefits.

"The programme will bring instant improvements across customer acquisition costs, retention rates and brand awareness."

Shares in Mr Green & Co AB (STO:MRG) were trading down 1.11 per cent at SEK53.50 per share in Stockholm Friday morning, while shares in NetEnt AB (STO:NET-B)were down 1.33 per cent at SEK44.56 per share.