BetMGM Continues Global Expansion With Launch in Sweden

Article by : Erik Gibbs Oct 24, 2024

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BetMGM has officially expanded its reach to Sweden, a significant move in its international growth strategy. This expansion is supported by LeoVegas, a Swedish online gaming operator acquired by MGM Resorts in 2022. The launch marks BetMGM’s first entry into the Swedish market and adds it to LeoVegas Group’s existing portfolio of successful brands, including LeoVegas, GoGoCasino, and nya expekt.

BetMGM was originally developed as a joint venture between MGM Resorts and Entain, aimed at capitalizing on the burgeoning US sports betting market. However, since MGM Resorts’ acquisition of LeoVegas, the company has increasingly relied on the Swedish operator’s technology and platform to support its operations in international markets. LeoVegas, known for its cutting-edge digital solutions, has been tasked with driving BetMGM’s digital growth beyond North America, further solidifying its role in the company’s expansion efforts.

This move into Sweden follows BetMGM’s entry into other European markets. After establishing a strong foothold in the US, BetMGM entered the UK market in 2023 and expanded into the Netherlands earlier this year. The addition of Sweden to its growing list of international markets reflects BetMGM’s ambitious strategy to become a global leader in the gaming industry.

In Sweden, BetMGM will offer a wide range of casino products and sports betting options. Notably, the platform will feature live casino games streamed directly from the iconic Bellagio Resort & Casino in Las Vegas, bringing a taste of the Vegas experience to Swedish players.

The MGM Jackpot will also be available, providing local customers with exclusive opportunities to win big. To further cater to the Swedish market, BetMGM will launch a feature called “Super Swedes,” which allows customers to place bets on Swedish teams and athletes competing in international sporting events.

In response to the Swedish launch, LeoVegas Group CEO Gustaf Hagman expressed his excitement about bringing BetMGM to the region where LeoVegas originated. He also emphasized LeoVegas’ long-standing presence in the Swedish market and expressed confidence that Swedish players would appreciate the unique offerings and experiences available on BetMGM’s platform.

Beyond the platform’s product offerings, BetMGM’s expansion into Sweden will be supported by a comprehensive marketing campaign. The campaign, which is set to launch in November, will utilize various channels, including radio, TV, and digital out-of-home (DOOH) platforms to build brand awareness and attract Swedish players to the platform.

This Swedish launch is part of BetMGM’s broader strategy of partnering with prominent sports teams and leagues to raise its global profile. The brand has already forged significant partnerships with several Premier League football clubs, including Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers.

These collaborations have bolstered BetMGM’s reputation in the UK. Similar partnerships could emerge in Sweden as the brand seeks to establish itself in the highly competitive European market.