BetMGM goes live in the Netherlands following UK debut in August
The brand, which is powered by LeoVegas Group, is set for second European market penetration after securing a licence last year
BetMGM has followed up last year’s launch in the UK by going live in the Netherlands, marking its debut in continental Europe.
The subsidiary, which is powered by LeoVegas Group’s proprietary tech and Kambi’s sports betting product suite, said its “well-received rollout in the UK” had facilitated the launch.
The BetMGM brand outside of the US is wholly owned by MGM Resorts International and is distinct from the US-facing BetMGM JV split 50/50 between the operator and Entain.
The brand will launch in the Netherlands via the URL www.betmgm.nl with a licence having been secured for the operator since 19 July 2023.
The licence is owned by LeoVegas subsidiary 21 Heads Up Limited, headquartered in in Malta, and will expire on 18 July 2028.
After a receiving a licence from the regulator last year, LeoVegas re-entered the Netherlands in October 2023 with LeoVegas.nl almost two years after exiting the market on the eve of the regulated regime going live.
Dutch customers will be able to access both online casino and sports betting content on BetMGM.
BetMGM launched in the UK in August 2023 and secured Hollywood star Chris Rock as a brand ambassador in a glitzy campaign to promote the business.
The brand’s marketing efforts also included partnering with Newcastle United, with LeoVegas Group boasting an office in the city, as well as taking the title rights to Premier League Darts for the 2024 season.
Gustaf Hagman, LeoVegas Group CEO, said: “Our launch in the UK was tremendously successful and we eagerly anticipate bringing the golden Vegas experience to the Netherlands.
“This launch in the Dutch market is an important step in our international expansion, but we have much more in store.”
Gary Fritz, president of MGM Resorts International Interactive, added: “We are thrilled to launch BetMGM in the Netherlands and build on BetMGM’s successful expansion into global markets.
“The Dutch market offers an exciting opportunity and will be an important part of our international expansion efforts and strategy to become a global gaming leader.”
EGR caught up with Hagman and LeoVegas UK head Sam Behar last year to get to grips with the pair’s plans to tackle the UK market.