LeoVegas expands with sportsbook in Germany

LeoVegas Group has taken another step in the dynamic German iGaming and sports betting market, with the company announcing that it is pushing forward with a dedicated sportsbook platform.

This comes only a year after the company obtained a gaming license year, and the first online casino games launched on LeoVegas.de.

LeoVegas doubles down in Germany with sportsbook expansion

Now, the group is expanding with a brand-new sportsbook that will be available across all federal states in the country, and further demonstrates LeoVegas’ commitment to one of Europe’s most lucrative and fastest-growing gaming markets.

Despite headwinds and what is often seen as counter-intuitive regulation, big brands have made decisive strides in Germany, among whom are other heavyweight sports betting operators such as DAZN.

Commenting on this new opportunity, LeoVegas Group CEO Gustaf Hagman said that the group was excited to be launching its platform, marking a decisive regional step and exploring long-term prospects.

"Germany is one of Europe’s great sports powerhouses, and we are confident players will enjoy LeoVegas.de as a one-stop-shop for the greatest igaming experience," Hagman said.

The company has long been eyeing Germany with excitement, as Germany has recently re-regulated its online gaming landscape, with all 16 federal states now sharing a unified rule, allowing companies to seek and gain entry quickly into the country.

The launch of the sportsbook is accompanied by a new "Thrill Seeker" campaign that is meant to quickly raise awareness for the LeoVegas Sportsbook, and help it secure a strong purchase in the dynamic and competitive market.

The "Thrill Seeker" campaign will be shared across TV, programmatic, and affiliates, the group said in a press release shared on its website.

Regulation-heavy, Germany attracts the biggest gambling companies

Germany has been trying to bring its own market under control, with some critics arguing that the country has left its channelization rates tank, allowing offshore and black-market operators to be the main go-to option for players locally.

The regulator, Gemeinsamen Glücksspielbehörde der Länder, has insisted that good progress is made against the unlicensed sector. In September, the GGL reported that as many as 1,500 tips against illegal gambling sites have been lodged with the regulator since the market launch in January 2023.

Fear of some regulatory missteps has not stopped companies such as LeoVegas from pursuing growth in the country in the meantime.

Image credit: LeoVegas Group