LeoVegas Group brings BetMGM brand to Sweden
Launch in the company’s home market follows UK and Netherlands debuts as operator says brand will “further solidify its leading position”
LeoVegas Group has rolled out its BetMGM brand in Sweden following launches in the UK and the Netherlands.
The BetMGM brand, which LeoVegas Group runs outside of the US, first launched in the UK in August 2023.
The debut was aligned with significant advertising spend, including tapping Hollywood actor Chris Rock to front a glitzy TV and online ad campaign.
BetMGM has since gone on to pen sponsorship deals with the Premier League’s Newcastle United, Wolves and Spurs, as well as Premier League Darts.
A second launch in the Netherlands followed in April 2024, with LeoVegas Group now aiming to make a dent in a third European market.
BetMGM will join LeoVegas Group’s existing portfolio of brands in Sweden which includes LeoVegas, GoGoCasino and the sports betting operator, Nya Expekt.
As part of the BetMGM rollout, the operator said an omnichannel marketing campaign will go live in November across radio, TV, out-of-home and digital out-of-home channels.
The operator is also adding a new odds boost concept, ‘Super Swedes’, for the BetMGM brand.
This tool will allow customers to follow and bet on “topical Swedish teams, athletes and clubs competing on the international stage” with improved odds.
The debut in Sweden comes ahead of a planned penetration into Brazil for the BetMGM brand.
MGM Resorts International has partnered with Brazilian media giant Grupo Globo to run a JV in the market.
The BetMGM brand runs on LeoVegas Group tech in international markets, while the US JV between MGM Resorts International and Entain is powered by the latter.
MGM Resorts International acquired LeoVegas Group in a $607m deal in August 2022.
Gustaf Hagman, LeoVegas Group CEO, said: “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.”