LeoVegas Group has brought the BetMGM brand to its home market, launching the casino and sports betting operator in Sweden.
The Swedish debut of BetMGM is a continuation of the Vegas-themed brand’s expansion across Europe, with the brand first going live outside of North America in 2023 in the UK, followed by the Netherlands earlier this year in April.
In each of these European markets, BetMGM is operated by LeoVegas Group, a subsidiary of the global entertainment company MGM Resorts International.
Going live in Sweden, LeoVegas will provide a sports betting offering, live casino tables from Las Vegas, exclusive Las Vegas slots and its MGM Jackpot through the BetMGM brand to players in the country, with the group promising to bring “a unique and far-from-‘lagom’ Vegas touch”.
As part of the launch, an omnichannel marketing campaign is set to begin in November, which will include radio, TV commercials, out-of-home, and digital out-of-home advertising.
BetMGM is also LeoVegas’ fourth brand in its home market, sitting in its portfolio alongside LeoVegas, GoGoCasino and the sports betting brand nya expekt.
“I’m absolutely thrilled to bring BetMGM to Sweden, where it all started,” commented Gustaf Hagman, CEO of LeoVegas Group.
“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.”
Alongside its offerings, BetMGM will also launch a new odds boost concept for Swedish players called ‘Super Swedes’, allowing them to follow and bet on currently topical Swedish teams, athletes and clubs competing on the international stage.