SBC News Voice of the Sports Betting Industry
BetMGM will launch in the Netherlands, continuing its expansion into European markets led by LeoVegas.
This afternoon, BetMGM announced that it would bring its ‘Golden Vegas offering’ to the Netherlands, marking its second European market launch following BetMGM’s debut in the UK last summer.
The Netherlands launch will be powered by LeoVegas AB, whose parent company MGM Resorts acquired in 2022 for $600 million to enhance the technology platform and mobile UX capabilities of the BetMGM brand.
Gary Fritz, President of MGM Resorts International Interactive, said, “We are thrilled to launch BetMGM in the Netherlands and build on BetMGM’s successful expansion into global markets. The Dutch market offers an exciting opportunity and will be an important part of our international expansion efforts and strategy to become a global gaming leader.”
Last summer, LeoVegas announced that it had ‘reinitiated its Dutch journey’ after securing license approval from the Kansspelautoriteit (KSA), the Netherlands Gambling Authority, to relaunch the LeoVegas.nl brand.
BetMGM debuted in the UK last August, promoting its brand to UK audiences via a nationwide campaign featuring Chris Rock.
Once more, BetMGM and LeoVegas plan to ‘light up the Dutch market’ by providing an unrivaled offering of “exciting new product features, large-scale jackpots, loyalty rewards, exclusive slots, as well as unique and compelling sports promotions.”
Gustaf Hagman, Group CEO at LeoVegas Group, said, “Our launch in the UK was tremendously successful, and we eagerly anticipate bringing the golden Vegas experience to the Netherlands.
This launch in the Dutch market is an important step in our international expansion, but we have much more in store.”
