Sports and online betting company BetMGM continues its expansion throughout Europe, as it announces an entry into Sweden.
The announcement came from LeoVegas Group on Wednesday (October 23) who said in a press release they are “thrilled to launch its international hero brand – BetMGM – in the Swedish market.”
This recent move comes after successful rollouts in the United Kingdom and the Netherlands. The UK was the first to see the Vegas-themed brand outside of North America, with it being introduced in 2023.
The Dutch market followed soon after, with BetMGM entering in April of 2024.
The brand has been dominating popular sports teams in Europe too, with partnerships with Premier League clubs like Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers.
The LeoVegas Group is a Swedish gaming company and online casino and sports betting services provider.
It was in September of 2022 when MGM Resorts International acquired the company, with BetMGM being LeoVegas Group’s fourth brand in its home market portfolio. Others include LeoVegas, GoGoCasino, and the sports betting brand nya expekt.
‘Thrilled to bring BetMGM to Sweden,’ says CEO
Gustaf Hagman, LeoVegas Group CEO, said “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!”.
The introduction into Sweden will see new products be launched such as a streamed live casino from the floors of the Bellagio Resort & Casino and MGM Jackpot. “Customers will be able to enjoy golden offers such as exclusive Las Vegas slots and competitive welcome offers across the casino, live casino, and sportsbook verticals,” shared the company.
A new concept will be available too, titled ‘Super Swedes.’ This will give customers the chance to follow and bet on currently topical Swedish teams, athletes, and clubs competing on the international stage.
A marketing campaign to kick off the launch will be rolled out in November, with people in Sweden able to see the advertisements across radio, TV, commercials, and out-of-home and digital out-of-home advertising.
Featured Image: Via LeoVegas Group press release
