BetMGM Expands into Sweden, Strengthening LeoVegas Group’s Market Position

LeoVegas Group has launched its prominent international brand, BetMGM, in the Swedish market, further cementing its leadership in the region. Following successful rollouts in the UK and the Netherlands, the introduction of BetMGM in Sweden is set to deliver exclusive sports betting experiences, live casino tables directly from Las Vegas, and Sweden’s largest jackpot: the MGM Jackpot.

BetMGM’s launch marks LeoVegas Group’s fourth brand within its home market portfolio, joining existing brands LeoVegas, GoGoCasino, and sports betting platform nya expekt. This strategic expansion aims to enhance LeoVegas Group’s market dominance by offering Swedish customers a unique Vegas-themed experience. New features such as live-streamed casino action from the Bellagio Resort & Casino and the MGM Jackpot bring a fresh twist to the local gaming scene.

BetMGM’s introduction is accompanied by exclusive offers across the casino, live casino, and sportsbook segments. Notably, the brand will premiere a new “Super Swedes” odds boost concept, allowing players to place bets on prominent Swedish athletes, teams, and clubs competing on the international stage.

Building on partnerships with Premier League clubs such as Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers, BetMGM opens the door to exciting promotional events and collaborations. To support its launch, an omnichannel marketing campaign featuring radio, TV, out-of-home (OOH), and digital out-of-home (DOOH) advertising is set to roll out in November, further amplifying its presence in the Swedish market.

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!”