LeoVegas to refresh Expekt brand and systems for Swedish relaunch

LeoVegas AB has announced the completion of its €5 million acquisition of legacy online sportsbook Expekt from Betclic Group – a deal announced last March. 

The Stockholm-listed online gambling group will move to revamp Expekt’s platform and further rebrand the heritage firm’s identity, which had formerly traded as one of the Nordic markets most popular online sportsbooks during the 2000s.

Sweden will be the maiden entry point for the refreshed sportsbook, which promises customers “a modern sports betting brand and the ultimate sports betting experience”.

LeoVegas had formerly stated that its Expekt acquisition formed part of the firm’s strategic sportsbook expansion, in which the company seeks to diversify its revenues away from online casino during 2021 and 2022.  

In connection with the acquisition, Expekt has migrated to LeoVegas’ Rhino proprietary technical platform in a bid to ensure “a high-quality and elevated gaming experience”. 

Following this migration, as well as that of Royal Panda earlier in the month, all of LeoVegas’ brands are now run on the same technical platform. 

“It’s incredibly exciting for us as we launch the new Expekt today,” explained Gustaf Hagman, LeoVegas’ Group CEO. “The timing couldn’t be better with the eventful years in sport that we have in front of us. 

“By running Expekt on our technical platform starting from today, customers will be able to partake in our award-winning gaming experience – both for sports betting and casino. Expekt will once again be a leading sports betting brand in Sweden and the Nordic countries, and that work starts today.”

Earlier this week, the firm detailed its maiden entry into the US, where it will offer online casino products in the state of New Jersey, courtesy of a market access agreement with Caesars Entertainment.

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