BetMGM Launches in Sweden, Expands European Presence

BetMGM, the popular gaming brand operated by LeoVegas Group, has officially launched in Sweden, marking its third entry into the European market. The expansion is part of MGM Resorts’ broader strategy to strengthen its digital presence in Western Europe, following successful debuts in the United Kingdom and the Netherlands.

LeoVegas Expands BetMGM’s Reach

LeoVegas Group, a dominant player in Sweden’s online casino and sports betting market, now adds nya expekt. MGM Resorts acquired LeoVegas in 2022 for $604 million as part of its strategy to enhance its international footprint. This acquisition has enabled BetMGM to expand beyond the U.S., with Sweden being its latest target.

BetMGM’s entry into Sweden follows a well-executed rollout in the UK last year and another in the Netherlands earlier this year. Gustaf Hagman, CEO of LeoVegas, expressed his enthusiasm for the launch, stating, “I’m absolutely thrilled to bring BetMGM to Sweden, where it all started! 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!”

A Vegas Experience in Sweden

The BetMGM brand is recognized for offering a quintessential Las Vegas experience, and Swedish players will now get to enjoy this iconic theme through a variety of gaming products. These include real-time live casino games streamed from the renowned Bellagio Resort in Las Vegas, developed in partnership with Jackpot, the largest of its kind in Sweden, further elevating the stakes for local players.

In addition to the casino offering, BetMGM’s sportsbook will bring new features tailored to the Swedish market. A unique concept called “Super Swedes” will allow bettors to place wagers on Swedish athletes and teams competing internationally. This feature will give fans an opportunity to follow and local sports on a global stage.

BetMGM’s live casino offerings will be a central component of its Swedish launch. Players can expect immersive experiences with table games streamed directly from Las Vegas, providing a high-end, authentic atmosphere. Combined with the allure of the MGM Jackpot, BetMGM aims to offer a complete and thrilling gaming experience.

Marketing Campaign to Kick Off

To promote the launch, LeoVegas Group has planned an extensive omnichannel marketing campaign that will run across multiple platforms, including television, radio, digital ads, and outdoor ments. The campaign will officially roll out in November, designed to capture the attention of Swedish gaming enthusiasts and cement BetMGM’s presence in the market.

BetMGM’s expansion into Sweden reflects MGM Resorts’ broader digital growth strategy, which has been consistently focused on penetrating key markets across Europe. Hagman emphasized that the brand’s introduction to Sweden signifies a significant milestone, further reinforcing LeoVegas Group’s leadership position in the local iGaming market.

A Growing European Presence

BetMGM’s Swedish launch follows its earlier success in the UK and the Netherlands, where it has already gained traction among gaming communities. In the UK, the brand has become known for its engaging campaigns, including a high-profile series featuring comedian Chris Rock, which bolstered its visibility after its September 2023 launch.

LeoVegas has used its robust infrastructure and reputation to lead BetMGM’s European growth, and the Swedish launch is part of a larger strategy to make BetMGM a dominant player in the region. The company has also secured partnerships with top football clubs such as Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers, enhancing its connection with European sports fans.

BetMGM’s entry into Sweden brings exciting new opportunities for Swedish players to engage with world-class gaming products, further solidifying the LeoVegas Group’s stronghold in its home market. As the operator continues its international growth, BetMGM’s unique blend of Vegas-inspired experiences and localized sports betting features positions it as a formidable contender in the competitive European iGaming landscape.

Source:

BetMGM launches in Sweden, further strengthening LeoVegas Group’s leading market position, Leo Vegas Group press release, October 23, 2024.