LeoVegas launches BetMGM in Sweden, its third market outside North America

LeoVegas Group has launched its international brand BetMGM in the Swedish market, following rollouts in the United Kingdom and the Netherlands.

The brand was first launched outside of North America in 2023, with the United Kingdom being the first market, followed by the Dutch market in April 2024. BetMGM marks LeoVegas Group’s fourth brand in its home market portfolio, which also includes LeoVegas, GoGoCasino, and the sports betting brand nya expekt. 

The same offering as in the UK and Netherlands will be available in Sweden, centered around BetMGM’s core Las Vegas theme. But new real-time live casino games will also be available in the Swedish market, enabling players to bet on table games streamed live from the Bellagio in Las Vegas. The live dealer offering was developed by MGM in partnership with Playtech.   

The operator also expects to provide Sweden’s largest-ever jackpot in the form of its MGM Jackpot. The BetMGM sportsbook will also offer a new odds boost concept and an option to follow and bet on local Swedish sports teams and athletes playing at an international level.  

Gustaf Hagman, LeoVegas Group CEO, said: "I'm absolutely thrilled to bring BetMGM to Sweden, where it all started! 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!"

Gustaf Hagman

In the past year, BetMGM UK has partnered with Premier League clubs Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers, opening the door to exclusive partnership events. 

An omnichannel marketing campaign is set to launch in November, which will include radio, TV commercials, out-of-home (OOH), and digital out-of-home advertising (DOOH).