The launch of BetMGM in the UK is the first step in MGM Resorts’ international expansion strategy, utilizing the technology and platform of LeoVegas, which was acquired by MGM Resorts for $604m. This move is a significant advancement in MGM Resorts’ rapid international growth strategy following the acquisition of LeoVegas. The CEO and president of MGM Resorts, Bill Hornbuckle, expressed excitement about welcoming international players to their platforms designed specifically for them. Gary Fritz, the president of MGM Resorts International Interactive, believes that BetMGM can replicate its success in the US and Canada in other markets, beginning with the UK.
BetMGM’s new UK offering will include various features for players, such as frequent jackpots, loyalty rewards, new sports promotions, and exclusive slots. The aim is to provide distinct relevance to both sports bettors and igaming consumers in the mature online gaming market of the UK. It’s worth noting that the BetMGM UK launch does not involve joint venture partner Entain, which owns several leading gaming brands in the UK and Europe. Instead, BetMGM UK’s sportsbook will be powered by Kambi, extending the existing agreement with LeoVegas dating back to 2016.
As part of its efforts to enhance its interactive capabilities, MGM Resorts acquired games developer and aggregator Push Gaming in May 2023. This acquisition adds in-house slot studios to its portfolio, aligning with LeoVegas’ strategy to own a significant part of the value chain in the industry. Furthermore, there have been speculations about the future of the Entain-MGM Resorts joint venture, particularly after the LeoVegas acquisition. In January 2021, MGM Resorts proposed acquiring Entain, but the proposal was rejected. Despite this, recent comments suggest that MGM remains committed to the joint venture, emphasizing the importance of the partnership with Entain and Angstrom Sports for BetMGM’s growth in the US market.
