LeoVegas Group kicks off with expekt in Denmark

LeoVegas, one of the world’s most prominent iGaming and sports betting companies, is returning to the Danish market with the relaunch of its prominent expekt brand. The group has hailed this as a significant achievement in its growth and expansion strategy and part of an ever-evolving focus on conquering some of the world’s most challenging and promisingmarkets.

LeoVegas detailed the events that have led to the latest rollout, beginning by outlining expekt’s journey in other Nordic markets over the past years. The group said that it had seen positive and promising results in the wake of expekt’s launch in the Swedish market in 2021, where it was able to become a recognizable, trusted, and player-favorite title.

LeoVegas is now hoping to bring these lessons over to the Danish market, which is one of the tightest-regulated ones and one of the safest for consumers. This raises the bar for expekt incredibly high, but LeoVegas Group is confident that the operator has what it takes to thrive in this particular Nordic market as well.

Expekt is no stranger to the Nordics and its name has been etched into the collective memory of sports communities across the region. Expekt has been building up its reputation locally for the past several years, not just in Sweden, buy beyond. It’s considered to be one of the oldest sports betting brands in the Nordics as well.

When it was relaunching in Sweden in 2021, it was called "nya expekt" or "new expekt" in the market. However, the property was missing for the past ten years from the Danish gambling market, something that is now being rectified. In a similar vein, expekt is entering as the "new expect" in Denmark as well.

LeoVegas is happy to see its brand launch in the country and it has been actively looking to secure partnerships with prominent soccer clubs. Over the past weeks, LeoVegas has teamed up with Manchester City, FC, Internazionale Milano, and others.

LeoVegas has also been investing heavily in making sure that the group contributes more to tackling problem gambling. The group recently teamed up with Karolinska Institutet’s Department of Clinical Neuroscience in Stockholm, Sweden to forward the understanding of the issue and use big data and a scientific approach to help consumers and the industry stay safe.

Image credit: LeoVegas