LeoVegas – Bookielink

October 23, 2024

BetMGM launches in Sweden as European expansion continues

LeoVegas has launched its BetMGM brand in Sweden, marking its third market launch outside North America.

BetMGM joins sister brands LeoVegas, GoGoCasino and the sports betting brand nya expekt in LeoVegas’ home market of Sweden.

The brand was initially developed for the US market via a joint venture between MGM Resorts and Entain. MGM snapped up LeoVegas in a $604 million deal in 2022 and subsequently bought Tipico’s US betting platform in June to support its entry into Brazil and bring LeoVegas’ sports betting tech in house.

LeoVegas CEO and founder Gustaf Hagman told iGB in September 2023 that MGM’s intention was to grow internationally in the digital space, with LeoVegas as the powerhouse.

Setting BetMGM live in the UK was its first point of call in September last year. This was followed by the Netherlands in April as the operator sought to replicate its initial success in the UK market elsewhere in Europe.

What BetMGM products are available in Sweden?

The same offering w..

October 4, 2023

LeoVegas returns to the Netherlands with new website

Online gambling operator LeoVegas Group has returned to the Netherlands with the launch of its new Dutch-facing LeoVegas.nl website.

The site offers a range of online casino games, live casino and sports betting. Customers in the Netherlands can access slot games and live table games with Dutch-speaking croupiers.

The launch comes after LeoVegas secured a new licence in the country in July through its LeoVegas Gaming business. Issued by national regulator Kansspelautoriteit (KSA), the five-year licence covers casino, live casino and sports wagering activities.

“The king of casino is finally home in the orange kingdom,” LeoVegas Group CEO Gustaf Hagman said. “I am delighted that we are taking steps into the Dutch market.

“The combination of a well-known brand, our platform and cutting-edge content will make LeoVegas.nl a contender for the leader’s jersey in the Dutch igaming market.”

LeoVegas back after two years away

LeoVegas previously operated in the Netherlands before the c..

September 25, 2023

BetMGM signs Hollywood star Chris Rock to support UK launch

MGM Resorts International has signed Hollywood actor Chris Rock to support the launch of its BetMGM brand in the UK market.

As an ambassador, Rock will feature in a range of marketing campaigns to promote the UK roll-out of BetMGM.

The first such campaign is now live, with Rock sharing details of various special offers to market the launch. These include bonuses and prices boosts, as well as information about exclusive content available from BetMGM.

BetMGM has also rolled out a responsible gambling advert specific to the UK market. Both campaigns are active across live sport, TV, out of home, digital, radio and social.

“We are incredibly excited to launch BetMGM in the UK and give customers something new,” BetMGM UK director Sam Behar said. “This campaign leverages the heritage of MGM Resorts’ best-in-class Las Vegas entertainment to deliver a unique proposition to the UK market.

“Alongside standout promotions and our A-list ambassador Chris Rock, this campaign clearly demonstra..

September 8, 2023

LeoVegas breaks ground with BetMGM UK

The news that BetMGM would be launching in the UK gave its gambling market a much-needed shake. But it was the fact that LeoVegas, not Entain, would be MGM’s launch partner that really set the conversation alight. Gustaf Hagman, CEO of LeoVegas, believes his company is more than ready to take on the challenge.

To say the journey to the launch of BetMGM UK has been complex would be an understatement.

To the uninitiated, an established US-facing brand – a joint venture of two industry giants – has managed to implant itself into the UK market.

But peeling back the layers reveals a different story. BetMGM’s US offering is a joint venture shared between MGM and Entain. But the launch of BetMGM UK doesn’t include Entain at all.

Instead LeoVegas, which was acquired by MGM Resorts last year for $604m, will power BetMGM’s new UK platform. This means that BetMGM UK will be competing directly against Entain’s UK brands, which include the likes of Ladbrokes, Coral and Gala.

Despite the enormi..

June 19, 2023

Kambi and LeoVegas extend sportsbook partnership

Kambi and LeoVegas have agreed to a multi-year extension of their existing sportsbook partnership.

As part of the extended agreement, Kambi will continue to supply its sportsbook technology and services to LeoVegas.

This is the second renewal of the partnership, which first began in 2016. The first renewal took place in 2020.

Kristian Nylén, chief executive officer and co-founder of Kambi, said that the partnership renewal spoke to Kambi’s sportsbook capabilities.

“We are delighted to extend our sportsbook partnership with LeoVegas Group, a world-leading operator with a strong track record of success,” said Nylén.

“Renewing this partnership for a second time is a further testament to the strength of Kambi’s cutting-edge technology and services as we continue to pioneer next generation betting entertainment for players across the globe.”

Strategic developments

In this year alone, both Kambi and LeoVegas have made significant moves in the sports betting space.

In April, Kambi ext..

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Tag: LeoVegas