BetMGM launches in the UK
Operator to use recently acquired LeoVegas platform and technology to offer sports betting and online casino to UK market
MGM Resorts has launched its BetMGM brand in the UK as it kicks off its strategy of international expansion.
The operator will use LeoVegas’ technology and platform following the 2022 acquisition of the Swedish firm.
BetMGM UK is available now on both desktop and mobile web, with a mobile app launching in mid-September, and will offer players exclusive slots, unique sports promotions and rewards for loyal customers.
BetMGM is the US-facing JV operator between MGM and Entain.
Bill Hornbuckle, BetMGM CEO and president, said that it was a major step for the firm as it continued its global growth strategy.
Hornbuckle said: “BetMGM is a proven brand in the sports betting and igaming space and we look forward to welcoming international players into our platforms designed specifically for them. Today’s announcement represents a key step forward in our international growth strategy, which has been advancing rapidly since our acquisition of LeoVegas.”
Gary Fritz, MGM Resorts International Interactive president, believes that the operator can replicate its US and Canada success in the UK.
Fritz said “We’ve had great success in the US and Canada with our BetMGM brand and we’re confident we can duplicate this success in other markets, beginning with the UK. The UK is a mature online gaming market, and we believe the BetMGM brand will provide distinct relevance to both sports bettors and igaming consumers.”
Gustaf Hagman, LeoVegas Group CEO and co-founder, posted his reaction on LinkedIn, hailing the “historic milestone” for both BetMGM and LeoVegas.
Hagman said: “Today’s launch of the international BetMGM brand marks a historic milestone for both LeoVegas Group and MGM Resorts International. Our Leo teams have worked tirelessly to ensure its success – and I could not be prouder.
“We have put in a lot of blood, sweat and tears to achieve a truly fantastic result: a new golden igaming and sports betting brand in the UK that will offer customers exciting new product features combined with a best-in-class experience,” Hagman added.
BetMGM reported last month a net gaming revenue of $944m (£727.9m) in the first half of 2023 and reached a positive company EBITDA figure during Q2.