LeoVegas Group Boosts Danish Market Presence with “nye expekt” Launch

In a strategic move to bolster its sports betting offerings, LeoVegas Group is set to introduce its sports betting brand, expekt, to the Danish market.

This initiative is part of the group’s ongoing global expansion strategy, following the brand’s successful inauguration in Sweden in 2021, where it swiftly ascended to prominence among leading sports betting brands.

Expekt, one of the Nordic region’s longest-established sports betting brands, underwent a revitalisation in Sweden in 2021 as “nya expekt”, or “new expect”.

The brand’s robust growth trajectory has seen it reclaim its position as a leading sports betting entity in Scandinavia.

Now, after a decade-long absence, the brand is poised for its re-entry into the Danish market, bringing along an optimised smartphone app, competitive odds, and top-tier iGaming experience to Danish customers.

The introduction of “nye expekt” is anticipated to fortify LeoVegas Group’s standing in Denmark, aligning with the group’s strategy to amplify its focus on sports betting.

Over the past year, the group has also established strategic partnerships with renowned European football clubs Manchester City F.C and FC Internazionale Milano, further enhancing its sports betting profile.

LeoVegas CEO Gustaf Hagman said: “Expekt is one of the strongest brands in the Nordics. We’re thrilled to be relaunching nye expekt in Denmark with a modern app and competitive odds. We have a clear strategy to expand by increasing the number of brands and markets where we’re present. We see great potential for growth in sports betting.”