Johan Styren, CEO for LeoVegas, has confirmed that its June 2016 sportsbook launch was based on the application of skills that had made the company such a success in the casino world.
Styren highlighted fast load times, quick registration, easy-to-use navigation, intuitive player experience and smooth payment systems as the main points of differentiation for the new sportsbook. The mobile-focused product, powered by Kambi, also partially loads previously visited pages, which enables players to jump back and forth on the site.
The sportsbook was launched a month before the start of Euro 2016, with the real promotion coinciding with the start of the tournament in France. For example, the company offered new players 5/1 on England to beat Russia in Marseille, with winnings paid out in cash, rather than the traditional free bets with 1.50 odds restriction.
LeoVegas is keen to target a bigger customer base and attract new users, but also present the merits of the new sportsbook to its existing casino users. Styren stated that the ambition for the next five years is to establish the company as a top tier bookmaker in both Scandinavia and the UK.
Styren was talking on the ‘New faces’ panel discussion at Betting on Sports 2016, alongside Silvia Hoppe (Viks). The session was moderated by Sportsbook Training Services founder, Jonathan Smith.