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MGM Resorts will roll out the BetMGM brand in the Netherlands using LeoVegas’ technology platform, rather than Entain’s.

The launch represents the second European launch for the brand, after kicking off its international expansion in the UK in August 2023.

It follows BetMGM’s relative success in the US market, where it operates as an MGM-Entain joint venture.

MGM Resorts International Interactive president Gary Fritz said: “We are thrilled to launch BetMGM in the Netherlands and build on BetMGM’s successful expansion into global markets.

“The Dutch market offers an exciting opportunity and will be an important part of our international expansion efforts and strategy to become a global gaming leader.”

BetMGM will be in direct competition with Entain’s Dutch brand, BetCity.

This reflects the existing dynamic between the two operators in the UK, where BetMGM competes against Entain-owned brands including Ladbrokes, Coral and bwin.

MGM’s international expansion

MGM has been interested in international interactive expansion since before its 2022 $604m acquisition of Swedish operator LeoVegas.

BetMGM’s iGaming platform is powered by proprietary LeoVegas technology.

It is likely that Kambi will continue to supply the sportsbook tech for the brand in the Netherlands, as is the case in the UK.

LeoVegas and Kambi announced they had extended their sportsbook partnership in June last year.

LeoVegas Group CEO Gustaf Hagman said: “Our launch in the UK was tremendously successful, and we eagerly anticipate bringing the golden Vegas experience to the Netherlands.

“This launch in the Dutch market is an important step in our international expansion, but we have much more in store.”

Is MGM interested in purchasing Entain’s BetMGM stake?

There has been speculation recently that MGM intends to purchase the remaining 50% stake in the JV from Entain.

This was also pushed by Entain activist investor Eminence Capital as a potential path to realise shareholder value in the face of a stagnating stock price.

Entain is also in the process of a strategic process review in which many brands are rumoured to be up for sale.

The Ladbrokes operator is searching for a new CEO, after Jette Nygaard-Andersen stepped down in the face of investor backlash.

Reports have suggested MGM would not be interested in purchasing the entire business, as opposed to just the JV.

MGM offered to purchase Entain for £8.1bn in 2021, an offer the operator chose to reject.

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