BetMGM launches in Sweden as European expansion continues  

BetMGM joins sister brands LeoVegas, GoGoCasino, and the sports betting brand nya expekt in LeoVegas’ home market of Sweden.  

The brand was initially developed for the US market via a joint venture between MGM Resorts and Entain. MGM snapped up LeoVegas in a $604 million deal in 2022, and subsequently bought Tipico’s US betting platform in June to support its entry into Brazil and bring LeoVegas’ sports betting tech in house.  

LeoVegas CEO and founder Gustaf Hagman told iGB in September 2023 that MGM’s intention was to grow internationally in the digital space, with LeoVegas as the powerhouse.  

Setting BetMGM live in the UK was its first point of call in September last year. This was followed by the Netherlands in April, as the operator sought to replicate its initial success in the UK market elsewhere in Europe.  

What BetMGM products are available in Sweden? 

The same offering 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.  

“I’m absolutely thrilled to bring BetMGM to Sweden, where it all started!” Hagman said of the launch.  

“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!” 

An omnichannel marketing campaign across TV, radio, digital and out of home advertising will support the launch from November.