The launch of BetMGM UK has been a complex journey, involving an established US-facing brand, BetMGM, which is a joint venture between MGM and Entain. However, the launch of BetMGM UK does not include Entain. Instead, LeoVegas, which was acquired by MGM Resorts last year, will power the new UK platform. This means that BetMGM UK will be directly competing against Entain’s UK brands such as Ladbrokes, Coral, and Gala.
Despite this, the CEO of LeoVegas, Gustaf Hagman, is confident in the opportunities offered by the UK market. He believes that combining LeoVegas’ technology and know-how with MGM’s Las Vegas heritage and intellectual property rights will ensure success in the UK.
When LeoVegas was acquired by MGM in 2022, the intent was to grow internationally in the digital space. The launch of BetMGM UK is seen as another step in this growth journey. LeoVegas will provide BetMGM UK with a user experience, player onboarding, and payment methods that are considered best-in-class. The fully scalable platform also allows for quick expansion.
Although BetMGM UK may face stiff competition in the UK market, Hagman believes that there is a demand for more online betting and gaming experiences. BetMGM UK aims to offer bigger and better experiences with more frequent jackpots and increased loyalty rewards.
The UK market represents a significant opportunity for BetMGM. Hagman is confident in the brand’s ability to deliver an exciting and safe online experience by leveraging MGM Resorts International’s heritage in Las Vegas. This is the first international launch for BetMGM, but there are no specific details about launching in other markets at this point.
Hagman’s sole focus now is to make BetMGM a huge success in the UK. The launch of BetMGM UK is a key step forward in the international growth strategy of LeoVegas. Future plans and opportunities for expansion are yet to be revealed, but Hagman is excited about what the future holds.
