BetMGM celebrates successful rollout in the Swedish market

News Team November 14, 2024

SiGMA news

LeoVegas Group has launched its flagship international brand, BetMGM, in Sweden, following successful entries in the UK and the Netherlands. As the largest privately owned operator in the Swedish market, LeoVegas is planning to further strengthen its presence by offering unique sports betting experiences, live casino options from Las Vegas, and Sweden’s largest jackpot, known as the MGM Jackpot.

A growing presence in Europe

commented on the rollout, explaining, “Sweden marks the third European market for BetMGM under LeoVegas’ leadership, following successful launches in the UK and the Netherlands.” Initially debuted outside North America in 2023, BetMGM first entered the UK market, followed by a rollout in the Netherlands in April 2024. The announcement of BetMGM’s entry into Sweden was made by LeoVegas Group on 23 October. This new addition brings LeoVegas Group’s brand portfolio to four in Sweden, joining popular options such as LeoVegas, GoGoCasino, and the sports betting brand, nya expekt.

Exciting new features

The introduction of new features, including live-streamed casino games from the famed Bellagio Resort & Casino, is expected to deliver a distinctly lavish gaming experience. Customers can look forward to exclusive Las Vegas slots, competitive welcome offers across various gaming segments, and an innovative betting feature dubbed “Super Swedes,” which allows users to bet on prominent Swedish teams and athletes competing internationally.

CEO’s vision for success

Gustaf Hagman, the CEO of LeoVegas Group, expressed enthusiasm about this new launch. He stated, “I’m absolutely thrilled to bring BetMGM to the Swedish market, 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!”

Strategic partnership and successful marketing

To promote this new offering, LeoVegas Group launched a comprehensive omnichannel marketing campaign in November. This campaign encompasses radio spots, television commercials, and both traditional and digital out-of-home advertising.

BetMGM has also formed partnerships with notable Premier League clubs, including Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers. These collaborations are expected to unlock exclusive event opportunities for fans and players alike.

Recently, BetMGM Casino has also been awarded the title of Online Casino of the Year at the 2024 American Gambling Awards, marking its third consecutive win in this competitive category.

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