Alongside the lottery, online casinos and sports betting are the two largest gambling segments in the digital space. So it's no wonder that many operators around the world have both areas in their programmes. LeoVegas.de is no exception, announcing at the end of November that it will now be offering a comprehensive sportsbook throughout Germany. The launch is to be accompanied by an ‘innovative campaign’.

On 29 November, LeoVegas announced the launch of its sports betting service in Germany in a press release. The gambling group, which is already known in this country for its online casino, is thus expanding its portfolio to include a significant segment.

This addition marks a further step in the company's far-reaching expansion, which has been progressing steadily since its acquisition by MGM Resorts International in November 2022. LeoVegas, which operates various brands internationally, is already no stranger to the global gaming market. We recently reported that the US bookie MGMBet has arrived in Europe - under the operational management of LeoVegas.

With the acquisition of game developer Push Gaming and the US platforms of the Tipico Group, LeoVegas has not only strengthened its reach, but also its technological base. The company has also set up an internal development department, LeoVegas Studios, which creates exclusive slots for the Group - a clear statement to the global market. The integration of sports betting in Germany shows how strategically the company is focussing on growth, even on a comparatively small scale. LeoVegas is closing a certain gap that many competitors have so far failed to capitalise on.

While the linking of casino and sports betting offers has long been standard in countries such as the UK and the USA, the picture is different in Germany. Here, online casinos often operate as stand-alone platforms, while almost every major sports betting provider has integrated a gaming segment. The reason for this probably lies in the specific competitive conditions.

With its strategy, LeoVegas is therefore not only focussing on market presence, but also on innovative strength in order to stand out from the competition. Ultimately, however, users should also benefit - on the one hand through an extensive selection of sports and on the other through an ‘innovative campaign’ to kick things off.

LeoVegas promises an extensive range and an ‘innovative campaign’ at the launch

With the launch of its sports betting offer, LeoVegas.de is focusing directly on a wide selection of sports: football, basketball, ice hockey, handball, golf, American football, Australian rules, cricket, darts, Formula 1, motorsport, cycling, rugby league, rugby union, snooker, tennis and winter sports. It not only covers the mainstream, but also takes into account niches that appeal to more specialised target groups.

  • Mobile-friendly layout as a unique selling point

Instead of relying on the classic page layout with vertical sports categories, LeoVegas uses large horizontal buttons that clearly focus on mobile users. This strategy is typical of the company, which has been one of the pioneers in mobile gambling since it was founded. The intuitive navigation is particularly appealing to players who want to bet on the move and is in line with the current ‘mobile-first’ philosophy.

  • Key attributes remain unchanged

In key areas such as support and payment options, the sports betting offer is based on LeoVegas' tried-and-tested casino. This means fast deposits and withdrawals (also at weekends), a reliable service and a user-friendly interface - points that have already made the provider popular in the casino segment (as the user reviews on GambleJoe also show).

  • A campaign designed to attract attention

LeoVegas will be launching a Germany-wide campaign entitled ‘Thrill Seeker’ to mark the start of the sports betting offer. This is intended to show in a humorous way how everyday life can be made more exciting through exciting bets. LeoVegas is relying on a broad media strategy that includes TV advertising, digital advertising and other channels.

Details about ‘Thrill Seeker’ are scarce so far, but the communication about humour and entertainment indicates a creative approach. Original TV adverts or interactive social media content that directly involves users could be possible. Given LeoVegas' innovative strength to date, the campaign could be an exciting example of modern iGaming marketing.

Gustaf Hagman, CEO of the LeoVegas Group, is confident about the market entry: ‘The launch of our sports betting offering in Germany is a very exciting step for the LeoVegas Group as we continue to grow and strengthen our position. Germany is one of the largest sports centres in Europe and we are confident that players will enjoy LeoVegas.de as a one-stop shop for a great iGaming experience.’

Why is it that we have fewer casinos with sports betting than sports betting providers with slots?

In fact, even more intensive research into this question has yielded hardly any concrete information. Nevertheless, when looking at the German gambling competition, the trend seems clear: there are more bookmakers with slots than online casinos with sports betting.

The difference can presumably be explained by the specific market conditions.

1. Legal requirements and separation of licences

  • Sports betting providers with casino: Sports betting is traditionally better established in Germany and has a better reputation than slot machines. Many bookmakers applied for and received licences at an early stage. With the introduction of the State Treaty on Gambling in 2021, it was therefore easier for them to gain a foothold in the local market and expand their offering to include casino games.
  • Online casinos with sports betting: For casinos, the reverse path is more complex, as sports betting regulation requires more extensive requirements and monitoring mechanisms. The very fact that they are based on real-time events that require constantly updated data makes things comparatively difficult. Slots, on the other hand, always run in an identical or controlled environment. Providers that primarily provide slot machines therefore have to go through additional processes in order to be able to include sports betting, which is not always attractive.

2. Economic perspective

  • Higher margins in sports betting: The demand for sports betting is greater in many markets, especially in Germany, where sports such as football have enormous cultural significance. In fact, according to the Gambling Survey 2023, sports betting is significantly more popular with 2.5 per cent of users than online slot machines with 0.5 per cent. Incidentally, the gambling survey has already been heavily criticised in Germany. A bookmaker therefore benefits from a more stable source of income and can generally afford an additional offer more easily.
  • Easy to start playing with slots: Providers with sports betting as their core business can tap into new target groups comparatively easily by integrating casino games, while the other way round is less attractive. This is because many people actually find it easier to use slot machines than to get to grips with the topic of betting on odds, various betting options and so on. Sports betting is more complex simply because of the variety of options and therefore forms a certain barrier that many casino operators apparently consider unnecessarily high. With slots, the prospect of quick and possibly lavish winnings ‘at the click of a button’ is often more tempting. Of course, not everything always runs smoothly, as our casino session at Betano showed.

3. Technical and organisational challenges

  • Expansion to include casino games: It is technically and organisationally easier for a sports betting provider to integrate casino games as an additional offering. Many platforms work with software providers who provide easy-to-implement modules for their games. Although there are also all-in-one solutions for sports betting, these have to be implemented on an external website area that requires a lot of resources. Slots are more frugal.
  • Expansion to include sports betting: Building a competitive sports betting platform requires significant investment in technology, data connections and odds management. Online casinos that specialise primarily in slots or table games often do not have the necessary infrastructure for this area or do not want to invest in it for other reasons mentioned here.

4. Target groups and marketing strategies

  • Target group overlap for sports betting providers: Sports betting providers can simply offer casino games as a supplement for their existing target group. Many sports bettors are also interested in slot machines or poker.
  • Limited appeal to casino users: Users who primarily play casino games are often less interested in sports betting, as the dynamics and entertainment value vary greatly between these types of gambling. A casino that offers sports betting could therefore experience a lower level of acceptance among its existing clientele.
In addition to the assumptions made here, it must be said that the points relating to player preferences in particular represent general tendencies. Of course, not all slot fans are less interested in sports betting and some find it easier to bet on football, for example, than to gamble on Book of Ra.

Conclusion

LeoVegas.de brings a breath of fresh air to the German gambling market. Players benefit from a wide selection of sports, a mobile-friendly design and intuitive navigation, which should make betting uncomplicated and exciting. The announced ‘Thrill Seeker’ campaign promises additional entertainment and creative incentives. Let's see what it's all about in the end.

Image source: Pressebild von https://storage.mfn.se/5add4352-320d-4268-9ca9-b46ed54b89af/leovegas-de-sportsbook-2.jpeg aus PDF https://leovegasgroup.com/wp-content/uploads/leovegas-launches-sportsbook-in-germany-and-strengthens-the-foothold-in-the-market-241129.pdf

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