LeoVegas Group has officially launched the BetMGM brand in Sweden, marking the third market outside North America where the casino and sports betting operator has gone live. Following successful debuts in the UK and the Netherlands, BetMGM now joins other LeoVegas brands in Sweden, including LeoVegas.se, GoGoCasino, and the sports betting platform nya expekt.
The expansion into Sweden is part of MGM Resorts International’s broader strategy to grow its digital presence globally. MGM acquired LeoVegas in 2022 for $604 million, utilizing the acquisition to push its BetMGM brand further into European markets. MGM also bought Tipico’s U.S. betting platform in June 2023 to strengthen its entry into Brazil while further integrating LeoVegas’ sports betting technology.
A Key Player in MGM's Global Strategy
Gustaf Hagman, CEO and founder of LeoVegas, has been instrumental in driving the company's growth within MGM’s international strategy. In a statement, Hagman emphasized MGM’s commitment to expanding internationally through its digital offerings, with LeoVegas serving as a central component in this ambition.
The BetMGM brand, initially developed for the U.S. market through a joint venture between MGM Resorts and Entain, first entered the European market by launching in the UK in September 2023. This was followed by its introduction in the Netherlands in April 2024. The Swedish launch now continues the brand’s steady growth within Europe.
Swedish players can look forward to the full range of BetMGM’s signature Las Vegas-themed offerings. This includes real-time live casino games, streamed directly from the iconic Bellagio in Las Vegas, developed in partnership with Playtech. The live casino experience is tailored to bring the feel of Las Vegas to Swedish players, with table games and live dealers streamed in real-time.
BetMGM will also introduce Sweden’s largest jackpot, known as the MGM Jackpot, promising significant winnings for players in the market. In addition to casino games, BetMGM's sportsbook will offer an innovative "Super Swedes" odds boost concept, allowing bettors to follow and place bets on Swedish sports teams and athletes competing on the international stage.
“I’m absolutely thrilled to bring BetMGM to Sweden, where it all started!” said Hagman regarding the launch. “LeoVegas Group has been a leading operator in Sweden since its inception, and I’m confident that Swedish players will love the unique Vegas experience and golden offers that they will find on BetMGM. Sweden has never been closer to Las Vegas!”
Extensive Marketing Campaign Planned for BetMGM
To promote the BetMGM launch in Sweden, LeoVegas has planned an omnichannel marketing campaign starting in November. The campaign will include a mix of TV commercials, radio, digital, and out-of-home advertising to increase brand awareness and attract new players.
BetMGM's entry into Sweden is expected to complement LeoVegas’ existing strong presence in its home market. LeoVegas has been a prominent player in Sweden since its founding, and the addition of BetMGM to its portfolio demonstrates the group's dedication to expanding its offering and providing a diverse range of gaming experiences to Swedish players.
The launch of BetMGM in Sweden is part of MGM’s broader strategy to expand its presence in Europe and beyond. MGM has been using the LeoVegas platform to facilitate these expansions, as it continues to integrate its sports betting technology and leverage LeoVegas' expertise in the European market.
In the UK, BetMGM's launch was supported by a high-profile broadcast campaign featuring comedian Chris Rock. The campaign generated significant audience engagement, and similar efforts are expected to drive interest in Sweden. With strong momentum in multiple markets, BetMGM aims to replicate its success across Europe.
The introduction of BetMGM in Sweden marks another milestone in MGM’s digital expansion strategy, further solidifying LeoVegas Group's role as a key player in the company’s international ambitions.
Source:
''BetMGM launches in Sweden as European expansion continues'', igamingbusiness.com, October 23, 2024.
