BetMGM Enters Third European Market with Swedish Launch

MGM Resorts subsidiary LeoVegas Group announced that it has launched its “international hero brand” BetMGM in Sweden, expanding its global footprint. The move aligns with the group’s ambition to scale the brand in Europe and usher in a “golden era” for the iGaming sector.

A Golden Era for Swedish iGaming

Sweden has become the third European market where the hugely popular BetMGM brand is available. Following launches in the United Kingdom in 2023 and the Netherlands in 2024, BetMGM has now made a foray into another market where LeoVegas commands a significant presence.

The launch is expected to solidify LeoVegas’ leadership position in Sweden by enhancing its portfolio with exclusive sports betting experiences, live casino tables from Las Vegas, and Sweden’s largest jackpot: MGM Jackpot. The live casino products, for example, will be streamed directly from the floors of the legendary Bellagio Resort & Casino in Las Vegas. The MGM jackpot, on the other hand, will bring another “unique and far-from-”lagom” Vegas touch” to the Swedish market.

To top it all off, Swedish players will be able to benefit from unique offers and welcome bonuses. BetMGM Sweden will also premiere Super Swedes, a special offer that allows locals to follow and place lucrative bets on Swedish teams, athletes and clubs competing internationally.

LeoVegas, for context, is the largest privately-owned operator in the country and also operates three other big brands, namely LeoVegas, GoGoCasino and nya expekt.

BetMGM to Conquer LeoVegas’ Home Market

LeoVegas Group’s chief executive officer, Gustaf Hagman, commented on the thrilling launch, expressing excitement about the opportunity to bring BetMGM to its home market. As a local leader, LeoVegas is looking forward to engaging fans with amazing Vegas-like offers and products.

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!

Gustaf Hagman, CEO, LeoVegas Group

MGM Resorts and LeoVegas remain keen on expanding BetMGM’s presence in Europe. To that end, the brand recently formed key partnerships with prominent soccer clubs, such as Tottenham Hotspur, Newcastle United, and Wolverhampton Wanderers, paving the way to unique fan-oriented activations.

LeoVegas, on the other hand, recently opened a new proprietary slots studio.