BetMGM has officially launched in Sweden, marking its third European market entry following the United Kingdom in 2023 and the Netherlands earlier this year. This expansion, managed by the LeoVegas Group, brings BetMGM’s distinctive Las Vegas-themed gaming experience to Swedish players. The launch builds on LeoVegas' strong presence in Sweden, where it already operates prominent brands like LeoVegas, GoGoCasino, and Nya Expekt.
In Sweden, BetMGM introduces unique features tailored for local players. Key highlights include live casino games streamed from Las Vegas’s Bellagio Resort, offering Swedish players a high-end, immersive experience. BetMGM also introduces Sweden’s largest jackpot, the MGM Jackpot, and launches “Super Swedes,” a feature allowing bets on Swedish athletes and teams in international events.
The Swedish debut of BetMGM is backed by a comprehensive marketing campaign across radio, TV, and digital platforms, slated to begin in November. With this move, MGM Resorts and LeoVegas aim to strengthen BetMGM's brand presence in Europe and potentially pave the way for further expansion across the continent. The launch aligns with BetMGM's goal to bring a “golden era” to the European iGaming landscape, providing players with exclusive sports betting and casino experiences that resonate with the iconic Las Vegas vibe.
This Swedish entry highlights BetMGM's broader strategy to extend its influence outside North America, underscoring MGM Resorts’ commitment to scaling its digital footprint globally.
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