BetMGM takes European expansion forward with Dutch debut

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MGM Resorts International is branching out its BetMGM brand across Europe as it announced the online casino subsidiary’s launch in the Netherlands. 

Following a successful launch in the UK, BetMGM has secured its second European initiation by targeting Dutch players with its first Netherlands-facing brand. 

The Dutch brand will utilise MGM Resorts subsidiary LeoVegas Group’s proprietary technology and platform to offer online casino products such as slots, large-scale jackpots and loyalty rewards, as well as a sports betting service with exclusive promotions. 

Gary Fritz, President of MGM Resorts International Interactive, commented: “We are thrilled to launch BetMGM in the Netherlands and build on BetMGM’s successful expansion into global markets. The Dutch market offers an exciting opportunity and will be an important part of our international expansion efforts and strategy to become a global gaming leader.”

While MGM’s North American BetMGM brand is jointly-owned by Entain, with each holding a 50 per cent stake in the company, the Dutch brand will be wholly-owned by MGM, similar to its UK-facing BetMGM and LeoVegas platforms. 

Gustaf Hagman, Group CEO at LeoVegas Group, added: “Our launch in the UK was tremendously successful, and we eagerly anticipate bringing the golden Vegas experience to the Netherlands. This launch in the Dutch market is an important step in our international expansion, but we have much more in store.”

It’s no surprise that BetMGM has extended its European reach, having supported the launch of its UK platform with several sports sponsorships and activations, including becoming the title sponsor for the PDC Premier League Darts. 

BetMGM’s UK Director, Sam Behar, recently spoke to CasinoBeats about BetMGM’s UK launch, explaining the firm’s “overarching strategy” of investing in UK sports. 

Behar also featured in the latest edition of the SBC Leaders Magazine, commenting on the company’s impact in the UK market, believing that it can cater to “what players are looking for”.