Las Vegas-based MGM Resorts International is making a splash across the pond with the introduction of its renowned BetMGM iGaming and online sports betting brand to the UK market. This strategic move signifies the expansion of the BetMGM brand into global waters, with a primary focus on international markets. The mastermind behind this venture? The pioneering technology and platform of LeoVegas, a leading Swedish gaming company, which MGM Resorts acquired just a year ago.
MGM Resorts CEO and President, Bill Hornbuckle, shared his enthusiasm, stating, “BetMGM is a proven brand in the sports betting and iGaming space, and we look forward to welcoming international players into our platforms designed specifically for them.” This expansion is a testament to MGM Resorts’ dedication to its international growth strategy, which took off with the acquisition of LeoVegas.
A Premium Betting Experience
The BetMGM brand promises UK customers a dynamic online experience, complete with exciting jackpots, unmatched loyalty rewards, exclusive slots, and captivating sports promotions. Harnessing the heritage entertainment qualities of MGM Resorts from Las Vegas, the brand assures a seamless and secure online betting experience in the UK.
Currently, eager bettors can access the platform via desktop and mobile web. But there’s more in store. As we approach a nationwide media launch slated for mid-September, BetMGM is gearing up to roll out advanced functionalities, including mobile applications.
Gary Fritz, President of MGM Resorts International Interactive, highlighted the brand’s achievements, noting the success BetMGM has enjoyed in the U.S. and Canada. He expressed confidence in replicating this achievement in the UK, considering its mature online gaming market.
For those wondering about BetMGM’s North American operations, the joint venture between MGM Resorts and Entain will persist in managing the brand in the U.S. and Canada, benefiting from Entain’s technology and platform.
Implications for the iGaming Industry
- Global Brand Extension: MGM Resorts expansion into the UK serves as a blueprint for other brands seeking international growth. This could inspire a wave of cross-border ventures in the iGaming space.
- Leveraging Acquired Technology: MGM’s strategy to utilize LeoVegas’ technology emphasizes the importance of acquisitions in scaling and penetrating new markets, setting a trend for similar integrations in the future.
- Elevated Gaming Experiences: With MGM blending its Las Vegas heritage entertainment with modern iGaming features, the industry could witness a shift towards more immersive and enriched online gaming experiences.
As the iGaming sector evolves, MGM Resorts’ moves indicate a promising and transformative future for the industry at large.
