BetMGM Extends its Reach to Sweden with LeoVegas Partnership

The BetMGM brand, under the auspices of the LeoVegas Group, has launched in Sweden, marking the third international market entry for the brand beyond North America. This foray into Sweden follows successful launches in the United Kingdom and the Netherlands. With this launch, BetMGM now operates alongside other LeoVegas brands in Sweden, like LeoVegas.se, GoGoCasino, and the sports betting platform nya expekt.

The expansion into the Swedish market is aligned with the overarching strategy of MGM Resorts International to broaden its digital footprint worldwide. MGM acquired LeoVegas in 2022 in a substantial $604 million deal, a move strategically designed to utilize the power of the BetMGM brand within European borders. Moreover, MGM's acquisition of Tipico’s U.S. betting operations in June 2023 underscores its intent to penetrate the Brazilian market while leveraging LeoVegas’ sports betting expertise.

LeoVegas' Role in MGM's Global Vision

LeoVegas plays a critical role in MGM's international strategies, with its CEO and founder, Gustaf Hagman, being a pivotal force in achieving the group's objectives. Hagman has emphasized MGM's dedication to scaling its digital operations internationally, citing LeoVegas as a central element in these efforts. Initially crafted for the U.S. market in a collaboration between MGM Resorts and Entain, BetMGM took its first European step with a UK launch in September 2023.

This was further extended with its entry into the Netherlands in April 2024, and now Sweden joins the growing list of European markets, continuing the brand's robust expansion across the continent. Swedish users will have access to BetMGM’s array of Las Vegas-themed offerings, which include live casino games streamed directly from the renowned Bellagio in Las Vegas, all developed through a collaboration with Playtech. This live casino setup is designed to impart an authentic Las Vegas vibe to Swedish players, complete with live dealer table games streamed in real-time.

Innovative Marketing and Popular Offerings

BetMGM's arrival in Sweden will introduce the region's largest jackpot, the MGM Jackpot, offering sizable winnings to players. Additionally, BetMGM's sportsbook will bring an innovative 'Super Swedes' odds boost feature, focusing on Swedish sports personalities and teams in global competitions. Commenting on the launch, Hagman expressed his excitement: 'I’m absolutely thrilled to bring BetMGM to Sweden, where it all started!' He further remarked on LeoVegas Group’s strong presence in Sweden since its beginning, voicing confidence that Swedish players will relish the distinctive Vegas experience provided by BetMGM.

To support the launch, an extensive marketing campaign is set for November, encompassing television, radio, digital, and outdoor advertising, aiming to elevate brand visibility and draw in new users. BetMGM's foray into Sweden is designed to augment LeoVegas' established foothold in its home market, enhancing the group's offerings and delivering diverse gaming experiences to Swedish players. These efforts align with MGM's strategy to amplify its presence across Europe and pursue further growth. In the UK, BetMGM initiated its marketing with a high-profile campaign featuring comedian Chris Rock, resulting in significant audience engagement, and similar strategies are anticipated to mirror such success in Sweden.

Source: BetMGM Launches in Sweden as LeoVegas Expands Its Portfolio, lcb.org, October 24, 2024.

By GamesAndCasino