BetMGM continues its expansion outside of the US and has officially launched in Sweden, backed by LeoVegas.

The launch adds BetMGM to LeoVegas Group’s Swedish portfolio of brands, which includes LeoVegas, GoGoCasino, and nya expekt. 

Initially developed through a joint venture between MGM Resorts and Entain, in some markets BetMGM utilises LeoVegas’ technology and platform following MGM Resorts’ 2022 acquisition of the Swedish operator.

MGM also tasked LeoVegas with driving its digital growth outside North America.

After its US debt, BetMGM entered the UK in 2023, followed by the Netherlands earlier this year.

In Sweden, BetMGM will offer products like live casino games streamed from the Bellagio Resort & Casino in Las Vegas, and the MGM Jackpot. 

In addition to casino games, the platform will offer sports betting and other promotions tailored to the Swedish market.

The brand will also introduce “Super Swedes,” a feature allowing customers to bet on Swedish teams and athletes in international competitions. 

Where it all began

LeoVegas Group CEO Gustaf Hagman commented on the launch, saying: “I’m absolutely thrilled to bring BetMGM to Sweden, where it all started! 

“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.”

BetMGM’s global expansion includes partnerships with Premier League clubs like Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers. 

A marketing campaign for the Swedish launch will begin in November, covering radio, TV, and digital out-of-home (DOOH) platforms.

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