BetMGM launches in Sweden, further strengthening LeoVegas Group’s leading market position

Today, the international igaming brand BetMGM was launched by LeoVegas Group in the exciting Swedish market. The Vegas-themed brand was first launched outside of North America in 2023, with the United Kingdom being the first market, followed by the Dutch market in April 2024. BetMGM marks LeoVegas Group’s fourth brand in its home market portfolio, which also includes fan favorites LeoVegas, GoGoCasino, and the sports betting brand nya expekt.

New products such as streamed live casino from the floors of the legendary Bellagio Resort & Casino, and MGM Jackpot—Sweden’s largest jackpot—will bring a unique and far-from-”lagom” Vegas touch that will further cement the Group’s leading position in Sweden. Customers will be able to enjoy golden offers such as exclusive Las Vegas slots and competitive welcome offers across the casino, live casino, and sportsbook verticals. A new and unique odds boost concept, “Super Swedes,” will also premiere, offering customers in Sweden the opportunity to follow and bet on currently topical Swedish teams, athletes, and clubs competing on the international stage.

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!”.

In the past year, BetMGM has partnered with Premier League clubs Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers, opening the door to exciting and exclusive partnership events.

An omnichannel marketing campaign is set to launch in November, which will include radio, TV commercials, out-of-home (OOH), and digital out-of-home advertising (DOOH).