BetMGM expands to third European jurisdiction with Sweden

BetMGM has expanded into another European jurisdiction with LeoVegas Group’s help. As a result, the iconic brand will now be available in Sweden, helping further consolidate the group’s presence in the iGaming and sports betting market in the country.

BetMGM’s European expansion gathers steam with the third destination

This is the third European country that BetMGM has pitched its banner, after previously moving in on both the United Kingdom and the Netherlands, in 2023 and 2024 respectively. Now, BetMGM has turned its gaze to the Nordics where LeoVegas Group already operates popular brands, including GoGoCasino, nya expect, and the eponymous LeoVegas.

Local players also have much to look forward to, as BetMGM will be bringing live casino games straight from the Bellagio Resort & Casino across the pond, and further add excitement to the experience by offering the MGM Jackpot.

All told, BetMGM is expected to be a competitive brand in Sweden, bringing an expansive portfolio of sports, live casino, and slot games, along with a competitive welcome offer and a few clever tricks, such as the "Super Swedes" odds boost designed to make a splash on the local market.

The Super Swedes are designed to help local customers get more bang for their buck when they bet on Swedish teams, athletes or clubs that are competing internationally. The opportunity was immediately celebrated by LeoVegas Group CEO Gustaf Hagman who said that he was "absolutely thrilled" to see BetMGM in Sweden – "where it all started," the executive mused.

"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," he added.

BetMGM is keen to retain its competitive edge in an increasingly challenging market

All told, BetMGM has been scoring important wins on both sides of the Atlantic. The company’s stomping ground, the United States, has been increasingly competitive when it comes to iGaming products.

BetMGM has responded by doubling down on its efforts to rope in leading suppliers. A little over two months ago, BetMGM set a new record for an online slot win paid to a player with $6.4m won at Fruit Blaster. BetMGM is hoping to import its flair for showmanship and rewarding player-focused experiences to Sweden as well.

Image credit: BetMGM/LeoVegas Group