The new international BetMGM brand is built on LeoVegas’ platform and technology, after MGM Resorts acquired the Stockholm-headquartered business last year.
BetMGM’s UK offering includes “exciting new product features such as large-scale and frequent jackpots, loyalty rewards, unique and compelling sports promotions and exclusive slots,” MGM said.
“The new sports and casino experience utilises the BetMGM brand and MGM Resorts’ best-in-class heritage entertainment in Las Vegas to deliver a compelling and safe online experience in the UK,” the operator added.
The product is currently available on desktop and mobile web, with further development including the launch of mobile applications planned before a national media launch in mid-September.“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,” said MGM Resorts CEO and president Bill Hornbuckle.
“Today’s announcement represents a key step forward in our international growth strategy, which has been advancing rapidly since our acquisition of LeoVegas.”
Gary Fritz, president of MGM Resorts International Interactive, added: “We’ve had great success in the US and Canada with our BetMGM brand and we’re confident we can duplicate this success in other markets, beginning with the UK.
“The UK is a mature online gaming market, and we believe the BetMGM brand will provide distinct relevance to both sports bettors and iGaming consumers.”
BetMGM made headlines last month as it became one of the first US operators to declare an EBITDA profit in Q2 2023.
It is currently live across a variety of markets in the US, as well as Ontario in Canada, and was the first online betting operator to launch in Puerto Rico.
Earlier this month, the brand secured market access in Kentucky ahead of the state’s launch of regulated sports betting in September.