SBC News Voice of the Sports Betting Industry
LeoVegas Group has launched BetMGM in its home market of Sweden, as MGM Resorts continues its digital expansion across Western European markets.
Sweden becomes the third European destination for BetMGM under the stewardship of LeoVegas, following successful rollouts in the UK and the Netherlands.
MGM Resorts acquired LeoVegas Group in 2022 for $600 million in cash, using the platform to expand its BetMGM subsidiary within international markets.
LeoVegas will establish BetMGM as its fourth brand in Sweden, joining its other properties: LeoVegas.se, GoGoCasino, and the heritage sportsbook Expekt.
High expectations have been placed on BetMGM’s ambitions in Sweden, as noted by LeoVegas CEO Gustaf Hagman: “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!”
BetMGM will introduce gaming formats, including a live casino streamed directly from the iconic Bellagio Resort & Casino and MGM Jackpot—which becomes the largest jackpot in Sweden.
Meanwhile for sportsbook audiences, BetMGM will introduce a novel odds boost feature called “Super Swedes,” allowing fans in Sweden to place bets on local teams, athletes, and clubs competing internationally.
In the UK, BetMGM launched the second series of its broadcast campaign featuring legendary comedian Chris Rock.
The campaign has been enhanced following record audience engagement since the launch of BetMGM in the UK in September of last year.
