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LeoVegas has unveiled the latest strand of its global expansion, after vowing to offer “world class entertainment and a safe gaming experience” following the launch of its Pink Casino brand in Canada.

Coming just days after the group was named ‘Operator of the Year’ at the SBC Awards, entry into North America represents the first launch of the brand, which targets the female demographic, outside of the UK.

Asserting that Pink Casino will benefit from experiences and local knowledge built up to date, the debut forms part of the online gambling operator’s strategy to use existing brands and resources to deliver profitable growth.

The firm says that its latest expansion has been made possible as a result of the successful migration of the UK brands to its proprietary technical platform that was conducted earlier in the year.

The migration, which took UK-facing Rocket X managed brands away from third-party platform software, formed part of a group-wide strategy to achieve annual cost savings of €3.7m, and saw the likes of and Bet UK, as well as Pink Casino, among others, make the move.

“It is super exciting to continue expanding in North America,” noted Gustaf Hagman, group CEO of LeoVegas. “This is a superb way to use our strong brands and deliver profitable growth. I look forward to offering the Canadian market even more gaming fun and entertainment in the form of Pink Casino.”

Canada is included in LeoVegas’ ‘Rest of the World’ reporting segment, which accounted for 18 per cent of total revenue during the third quarter of 2020.