Gambling operator MGM Resorts has announced the launch of its BetMGM gambling brand in the United Kingdom.
This is the first step in the company’s strategy to take the brand international – previously BetMGM was only present in Canada and the United States, where the brand had about a third of the betting market at the beginning of the year.
BetMGM will operate in the UK market using the platform of LeoVegas, a Swedish gaming company that was acquired by MGM Resorts in 2022 for around $600 million.
BetMGM is thus launching in the UK using its own technology, separate from MGM Resorts’ joint venture with Entain in the US and Canada, which still operates on the gaming holding company’s platform.
“BetMGM is a time-tested brand in the sports betting and gambling industry and we look forward to welcoming new players around the world to our platforms designed specifically for them!” said MGM Resorts CEO and President Bill Hornbuckle.
In addition, Hornbuckle emphasized that “entering the UK market marks a key step in the company’s international growth strategy.”
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