LeoVegas has announced the completion of the €5m purchase of Expekt Nordics and related assets from Betclic Group, which comes alongside the revamped brand being relaunched.
The new Expekt, says LeoVegas, will offer an improved gaming experience and is being launched under a new marketing concept. Sweden will be the maiden entry point for the refreshed entity, which promises customers “a modern sports betting brand and the ultimate sports betting experience”.
The online gambling operator adds that the purchase is part of a strategic broadening of the group’s operations, as well as a stronger focus upon the sports wagering ecosystem.
In connection with the acquisition, Expekt has been migrated to LeoVegas’ Rhino proprietary technical platform in a bid to ensure “a high-quality and elevated gaming experience”.
Following this migration, as well as that of Royal Panda earlier in the month, all of LeoVegas’ brands are now run on the same technical platform.
“It’s incredibly exciting for us as we launch the new Expekt today,” explained Gustaf Hagman, LeoVegas’ Group CEO. “The timing couldn’t be better with the eventful years in sport that we have in front of us.
“By running Expekt on our technical platform starting from today, customers will be able to partake in our award-winning gaming experience – both for sports betting and casino. Expekt will once again be a leading sports betting brand in Sweden and the Nordic countries, and that work starts today.”
This becomes the latest in string of key development for LeoVegas, with its its LeoVentures investment unit investing €1.1m for a 25 per cent in SharedPlay in March, before pulling back the curtain on the Blue Guru Games development studio, of which the group has an 85 per cent share ownership.
Earlier this week, the firm detailed its maiden entry into the US, where it will offer online casino in the state of New Jersey courtesy of a market access agreement alongside Caesars Entertainment.