LeoVegas Partners with BetMGM for UK Market Entry, Sparking Industry Buzz

OCR Editor. - September 8, 2023
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In a surprising turn, LeoVegas, not Entain, has been revealed as BetMGM's partner for its UK launch. The development has sent ripples through the industry, and LeoVegas CEO Gustaf Hagman believes his company is poised for success in the competitive British market.

We bring you this report according to iGB News. The announcement that BetMGM would enter the UK market was met with keen interest, but the disclosure of LeoVegas as BetMGM's launch partner truly ignited industry conversations. LeoVegas, acquired by MGM Resorts last year for $604 million, is prepared to leverage its "proprietary tech and know-how" to make BetMGM UK a significant player in the British gambling sector. This move will also set the stage for BetMGM to compete directly with Entain's UK brands, such as Ladbrokes, Coral, and Gala.

BetMGM's US operations are a collaborative venture between MGM Resorts and Entain. However, in a strategic departure, the UK launch excludes Entain, creating an intriguing dynamic in the market. Gustaf Hagman, the CEO of LeoVegas, remains unfazed by these complexities and is focused on the rich opportunities the UK market presents.

Betting and gaming are well-established in the UK, and consumers here know better than anyone what great online experiences are. They are constantly in search of newer, bigger, and better experiences,

Hagman remarked. The partnership, combining LeoVegas' technological expertise with MGM's Las Vegas heritage, aims to deliver an "exciting and safe online experience in the UK," according to Hagman.

This alliance is part of a broader strategic trajectory. "When MGM acquired us last year, they communicated that they intended to grow internationally in the digital space, with LeoVegas acting as the powerhouse. This launch affirms that we are indeed on a shared growth journey," said Hagman. LeoVegas plans to offer a best-in-class user experience, smooth player onboarding, and optimal payment methods for BetMGM UK, aiming for a quick rollout time for further expansion.

Despite facing a well-established competitive landscape, including Entain's brands, Hagman sees ample room for growth. BetMGM UK promises to offer consumers more frequent jackpots and increased loyalty rewards, leveraging MGM Resorts International's heritage to provide an unmatched online experience.

In terms of future expansion, Hagman remained reticent. "We are continually looking for new opportunities, both in terms of brands and markets. The UK launch is the first international launch for BetMGM and the first step outside North America. However, we have no specific details to share regarding other markets at this point," he stated.

For LeoVegas, the UK launch of BetMGM is more than a new business venture; it's a "key step forward in our international growth strategy," Hagman emphasized. The Swedish-based operator is fully invested in making BetMGM a landmark success in the UK, as they believe it will be a monumental first step in their shared journey with MGM.

With the buzz around the partnership showing no signs of diminishing, the industry is closely watching how this unexpected alliance will reshape the UK's online gambling market. Hagman's confidence in the venture suggests that LeoVegas and BetMGM are geared to introduce a fresh, dynamic experience that could shake up the mature UK market.

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