BetMGM arrives in second European destination in the Netherlands

Following its European rollout in the United Kingdom last August, BetMGM has now taken a look at a second market outside the United States, kicking the front door, and rolling the red carpet.

Moving forward, the US-based giant will also have operations in the Netherlands, a second European jurisdiction for the brand, with the brand being powered by LeoVegas’ technology, and looking to vie for market share across both sports gambling and online casinos in the highly lucrative and strictly regulated market.

Commenting on this fresh opportunity, MGM Resorts International Interactive President Gary Fritz has said that he was thrilled about the opportunity to see BetMGM not only expand in the Netherlands, but also push in the global market as well.

"The Dutch market offers an exciting opportunity and will be an important part of our international expansion efforts and strategy to become a global gaming leader," he mused.

BetMGM is hitting the market running, as it brings along with itself LeoVegas’s tech platform which will enable it to quickly unroll its iGaming expertise locally. Furthermore, BetMGM is benefiting from Kambi’s sports betting tech to ensure that it continues to grow its footprint in the sports betting segment in Europe and delivers an offer that allows it to quickly differentiate and win over customers in the highly competitive segment.

LeoVegas Group CEO Gustaf Hagman was similarly pleased with this new opportunity. He noted that the company’s launch in the United Kingdom was indeed a success and that the new opportunity in the Dutch market was an important step towards international expansion for LeoVegas as well.

The Dutch market is undergoing constant changes designed to optimize player safety and the market is maturing quicker than expected. Several measures now restrict the proliferation of gambling ads, which should make it arguably harder for BetMGM to gain market share as quickly as some rivals.

Another major development is the floated idea of banning online games of chance, which would make it impossible to offer popular and high-value-added games such as slots, but industry observers have already called this a "non-event."

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