BetMGM Expands to Sweden with LeoVegas Backing

BetMGM continues its global expansion by officially launching in Sweden, supported by LeoVegas. This move adds BetMGM to the LeoVegas Group's Swedish portfolio, which already includes popular brands like LeoVegas, GoGoCasino, and nya expekt.

Initially formed through a joint venture between MGM Resorts and Entain, BetMGM has leveraged LeoVegas' technology and platform in certain markets following MGM Resorts' 2022 acquisition of the Swedish operator. MGM has also tasked LeoVegas with spearheading its digital growth outside of North America.

After establishing a strong presence in the US, BetMGM expanded to the UK in 2023 and entered the Netherlands earlier this year. Now, in Sweden, BetMGM will offer a range of products, including live casino games streamed directly from the Bellagio Resort & Casino in Las Vegas, as well as the MGM Jackpot. Additionally, the platform will feature sports betting and promotions customized for Swedish users.

A special feature, “Super Swedes,” will allow customers to bet on Swedish teams and athletes in international competitions, further enhancing the localized experience.

Where It All Began

LeoVegas Group CEO Gustaf Hagman expressed his excitement about the launch:

“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.”

As part of its global expansion, BetMGM has secured partnerships with Premier League clubs like Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers. A comprehensive marketing campaign for the Swedish launch will kick off in November, featuring radio, TV, and digital out-of-home (DOOH) platforms.

In other BetMGM News, the bookmaker will sponsor the prestigious Queen Mother Champion Chase at the Cheltenham Festival until 2027.