LeoVegas Group has followed up recent launches in the Netherlands and United Kingdom with the rollout of the BetMGM brand in Sweden.
BetMGM, which LeoVegas operates for MGM Resorts International outside of the United States, first launched in Europe in August 2023 in the UK before going live in the Netherlands in April of this year.
The Swedish launch continues the brand’s expansion and will be supported by a marketing campaign that launches in November across radio, TV, out-of-home and digital out-of-home advertising.
BetMGM will be the fourth brand operated by LeoVegas in its home market of Sweden, alongside GoGoCasino, LeoVegas and Nya Expekt.
“I’m absolutely thrilled to bring BetMGM to Sweden, where it all started,” said LeoVegas Group CEO Gustaf Hagman.
“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.”
Shares in LeoVegas parent MGM Resorts International (NYSE:MGM) closed 2.17 per cent lower at $39.64 per share in New York Thursday.