UK launch ‘a key step’ in the BetMGM international growth strategy


BetMGM is looking to replicate “great success in the US and Canada” after beginning its international expansion strategy by first going live in the United Kingdom.

Following MGM Resorts International CEO Bill Hornbuckle recently acknowledging that the entity is “not where we want it to be”, BetMGM has debuted online casino and sports betting within the region.

This is leveraging the technology and platform of LeoVegas, which was purchased by the casino and entertainment operator in a $604m transaction during 2022.

“BetMGM is a proven brand in the sports betting and igaming space, and we look forward to welcoming international players into our platforms designed specifically for them,” said MGM Resorts CEO and President Bill Hornbuckle

“Today’s announcement represents a key step forward in our international growth strategy, which has been advancing rapidly since our acquisition of LeoVegas.”

The BetMGM UK offering, comprising frequent jackpots, rewards and exclusive slots, is available via desktop and mobile. Further functional developments, including mobile applications, are planned before a national media launch in mid-September.

“We’ve had great success in the US and Canada with our BetMGM brand and we’re confident we can duplicate this success in other markets, beginning with the UK,” stated Gary Fritz, President, MGM Resorts International Interactive. 

“The UK is a mature online gaming market, and we believe the BetMGM brand will provide distinct relevance to both sports bettors and igaming consumers.”

Furthermore, it was reminded that the MGM and Entain joint venture will continue to utilise the latter’s tech and platform for its operations in the US and Canada.