BetMGM Launches in the Swedish Market

The BetMGM brand is part of a family that now includes LeoVegas, GoGoCasino, and the sportsbook brand nya expekt.

The brand will launch with a concept it is calling “Super Swedes” with betting on specific Swedish players and teams as part of a marketing campaign to appeal to the Swedish market. It will likely include a lot of markets like Swedish players to score in the Premier League and other competitions.

The BetMGM brand also gives a unique taste of Vegas as it has games streamed from the Bellagio in Las Vegas. This is a way to connect players to the historic brands of Vegas without having to travel.

The game selection will include a lot of different slots as well as the table games you would expect. There’s also a sportsbook section of the site.

Gustaf Hagman, CEO of the Group, said “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. Sweden has never been closer to Las Vegas!”.

The brand’s growth in the UK has been impressive since the launch in 2023. There are already some big sponsorship and partnership deals including with three different Premier League football clubs. English gambling fans have found that the site is promoted around the country and there are many different television ads at the moment (fronted by Chris Rock to continue the American theme).