LeoVegas boosts localisation strategy with new proprietary platform
Swedish operator will launch first brand under Brands of Leo tag imminently, after finalising in-house technology platform
LeoVegas has designed a new proprietary multi-brand gaming platform that will allow the operator to launch new brands under the collective name “Brands of Leo”.
The Swedish operator has developed multi-brand functionality on in-house technology as part of its localisation strategy, enabling new brands to be launched with a “high level of flexibility and scalability”.
LeoVegas CEO Gustaf Hagman said the new platform will allow the group to launch more brands and meet “needs that have emerged in certain markets”.
LeoVegas CEO Gustaf Hagman
Hagman said: “LeoVegas’ goal has always been to market a global brand with a local touch – a successful strategy for leovegas.com that continues to take market share.
“These will be distinctly targeted to different customer groups – some of which are looking for niche functionality and others that are driven by the charm of novelty that a new and fresh brand offers.
“Our ambition is to raise the bar in the industry and always offer something new and unique while maintaining our overall focus on responsible gaming.
“We plan to launch the first brand shortly, and it will be exciting to follow its development,” he added.
Brands of Leo will be spearheaded by a small entrepreneurial team within the group, as part of a plan to “increase the efficiency of existing resources”.
The multi-brand strategy and launch of Brands of Leo is part of the operator’s financial aim to reach €600m in revenue and €100m in EBITDA by 2021.
LeoVegas launched a new front-end platform back in May 2018.