By james art LeoVegas Group launches its international BetMGM brand on the Swedish marketfollowing rollout in the UK and the Netherlands.
The brand was first launched outside of North America in 2023with the UK as the first market, followed by the Netherlands in April 2024. BetMGM marks LeoVegas Group’s fourth brand in the domestic market portfoliowhich also includes LeoVegas, GoGoCasinoand the sports betting brand there is no expectation.
The same offer as in the UK and the Netherlands will be available in Sweden, centered around BetMGM’s main Las Vegas theme. But new ones live casino games in real time will also be available in the Swedish market, allowing players to bet on table games broadcast live from the Bellagio in Las Vegas. The live dealer offering was developed by MGM in partnership with Playtech.
The operator also expects to provide Sweden’s biggest jackpot in the form of its MGM Jackpot. The BetMGM Sportsbook will also offer a new concept of raising odds and an option to follow and bet on local Swedish sports teams and athletes playing internationally.
Gustav Hagmann, CEO of LeoVegas Groupsaid: “I am 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 am confident that Swedish players will love the unique Vegas experience and golden offers they will find at BetMGM. Sweden has never been closer to Las Vegas!”
Gustaf Hagman
In the past year, BetMGM UK has partnered with Premier League clubs Tottenham Hotspur, Newcastle United and Wolverhampton Wanderersopening the door to exclusive partner events.
It is scheduled to launch an omnichannel marketing campaign in Novemberwhich will include radio, television, out-of-home (OOH) and digital out-of-home (DOOH) ads.