MGM Resorts International announced the launch of its BetMGM iGaming and online sports betting brand in the United Kingdom.
The Las Vegas-based casino operator said the launch marks the “kicking off MGM Resorts’ strategy of expanding the BetMGM brand into international markets.”
There are various forms of legal online gambling in the United Kingdom, including the lottery, poker, casinos, sports betting, and bingo.
In a recent year of government figures, the UK’s online gambling market generated gross gambling revenue of roughly £7.0 billion – an increase of 18.4% from the previous year. Online casinos comprised the vast majority of this, generating £4.0bn in GGY.
The new international BetMGM-branded offering leverages the technology and platform of LeoVegas, the Swedish-based gaming company acquired by MGM Resorts last year.
“BetMGM is a proven brand in the sports betting and iGaming space, and we look forward to welcoming international players into our platforms designed specifically for them,” said MGM Resorts CEO and President Bill Hornbuckle. “Today’s announcement represents a key step forward in our international growth strategy, which has been advancing rapidly since our acquisition of LeoVegas.”
The product is available now on desktop and mobile web with further functional development, including mobile applications, planned before a national media launch in mid-September.
“We’ve had great success in the U.S. and Canada with our BetMGM brand, and we’re confident we can duplicate this success in other markets, beginning with the UK,” said Gary Fritz, President, MGM Resorts International Interactive. “The UK is a mature online gaming market, and we believe the BetMGM brand will provide distinct relevance to both sports bettors and iGaming consumers.”
BetMGM, LLC, the joint venture between MGM Resorts and Entain, will continue to operate the BetMGM brand in the United States and Canada, utilizing the technology and platform provided by Entain.
LeoVegas is currently available in nine jurisdictions in Europe and Canada.