BetMGM: One of the biggest US bookies has arrived in Europe

US gambling companies are known for making a grand entrance - especially when they come from Las Vegas. BetMGM, a digital bookmaker and online casino whose platform belongs to the legendary MGM Resorts International with dozens of entertainment hotels in the USA and worldwide, is undoubtedly a prime example of this genre. For some time now, the company has also been focussing on European markets. The brand recently went live in Sweden with a wide range of innovative offers. But that is not the end of the story. In fact, the company is also active in Germany in a slightly different form.

BetMGM is one of the most user-rich platforms for digital sports betting and casino offers in the USA. For a long time, the company operated exclusively within North America. In recent years, however, the strategy has been taken beyond the borders of the United States. Originally developed for the US market as a joint venture between MGM Resorts and the British gambling giant Entain, BetMGM represents a mixture of American entertainment fulfilment and European technological expertise. Incidentally, BetMGM was also affected by the global IT outage on 19 July 2024 - as were various other Entain sites.

The latest launch in Sweden underpins this endeavour once again. The Group is holding back on information about future expansions. However, it seems clear that the expansion does not end there. A ‘unique Vegas experience and golden offers’ are to be provided in order to survive the European competition. Some innovative formats and a high progressive jackpot have been announced. The live streams in particular, which will be broadcast directly from the MGM Grand and the Bellagio in Las Vegas in cooperation with Playtech, are set to be a real highlight.

Great Britain, the Netherlands, Sweden and more

In fact, the group behind BetMGM has long been much more strongly represented in Europe than one might initially assume - including in Germany. The Swedish gambling giant LeoVegas, which also holds a licence here with its platform of the same name, is leading the expansion on the continent. In 2022, MGM acquired LeoVegas for a whopping 607 million US dollars.

With the expansion of BetMGM in Europe, the company is pursuing an ambitious growth plan that leverages strategic partnerships and the expertise of established players. LeoVegas originates from Sweden and should therefore have a good overview of local conditions.

The integration of BetMGM as the fourth brand in the LeoVegas portfolio in Sweden is a clear sign that MGM wants to expand its market presence in Europe in the long term. In addition to the main LeoVegas brand, the portfolio also includes GoGoCasino and the sports betting platform nya expekt. The inclusion of BetMGM in this group brings with it interesting internal competition: BetMGM is now in direct competition with LeoVegas and the other brands in the digital gambling segment.

BetMGM brings some innovative features to Europe

As can be seen from the press release on the live launch in Sweden, BetMGM is once again looking to set new standards.

With its expansion into Sweden, BetMGM is introducing some innovative features in the country. The offer is set to become a real highlight for Swedish players, according to the promise. Overall, those responsible want to bring the characteristic ‘Vegas feeling’ directly to customers' smartphones or computers. With a clear focus on special gaming experiences and high-quality entertainment, BetMGM is aiming for a long-term market presence.

1. Live streams from Las Vegas: In partnership with Playtech, BetMGM is offering live-streamed casino games directly from the tables at the Bellagio and MGM Grand in Las Vegas for the first time in Sweden. Players can experience the atmosphere of the iconic casinos in real time as if they were there themselves. This means extremely authentic live games. Customers can choose between classics such as single or double zero roulette and baccarat. As part of the cooperation with Playtech, special live game shows with prominent presenters from Las Vegas have even been promised. When and how such offers will actually be realised, however, remains unclear.
2. Exclusive MGM jackpot: Sweden's largest jackpot, designed specifically for BetMGM players, is a central part of the portfolio. With potentially life-changing winnings, it will serve as the main attraction while emphasising the commitment to an exceptional gaming experience. Incidentally, the potential top prize currently stands at over 22 million. You automatically get a chance to win it if you play one of the games involved. These include slots such as Big Bass Splash or Book of Dead, but also table games such as Live Lightning Roulette or Exclusive Speed Blackjack.
3. ‘Super Swedes’ odds boost: BetMGM has announced that it will provide Swedish players with special odds boosts on particularly relevant local teams and sports stars. The aim is to keep a finger on the pulse of national sports enthusiasm and strengthen local ties.
4. Omnichannel marketing offensive: To support the launch, a comprehensive marketing campaign will be launched that includes radio spots, TV clips as well as out-of-home and DOOH advertising to publicise the innovative BetMGM offer.

Gustaf Hagman, CEO of the LeoVegas Group, describes the expansion as an ‘important milestone’ and is convinced that the unique portfolio will meet with a great response in Sweden. It could be seen as a reference for the rest of Europe. With the new options and promotions such as the MGM Jackpot, BetMGM offers a combination of locally relevant content and the unique glamour of Las Vegas: A total package that really shouldn't be commonplace for the gaming community in Sweden.

Entain versus LeoVegas?

The announcement that BetMGM is launching in Europe with LeoVegas as its partner and not Entain has caused quite a stir in the gaming industry.

• Originally, BetMGM is a joint venture between MGM Resorts and Entain, which is jointly operated in the US and has a strong market position there. At the beginning of 2024, we reported that Entain shares were on the rise. For the European market, however, LeoVegas is taking over management.
• This decision leads to an unusual situation: BetMGM will act as direct competition to other top brands of the group such as Ladbrokes, Coral and Gala in the UK or BetCity in the Netherlands. The constellation raises questions about the long-term strategy of MGM and Entain.

To summarise, the competition results in the following scenario.

• Split target group approach: While Entain focuses on a classic audience, BetMGM could appeal to new target groups with its innovative Las Vegas experience.
• Increased presence through partnerships: LeoVegas contributes its experience and market knowledge and should therefore enable BetMGM to establish itself in Europe within a very short space of time. This would take much longer without a local presence and expertise.
• Coexistence of MGM and Entain: Even though LeoVegas operates BetMGM in Europe, Entain remains closely tied to the company through its US business. This could be a best-of-both-worlds strategy in which Entain and LeoVegas operate in parallel, but in competition, in Europe without jeopardising the joint venture in the US. Incidentally, Entain is now only active in regulated markets.

Conclusion

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