BetMGM, the MGM Resorts International online gaming and sports betting brand, is set to launch in the UK via a partnership with LeoVegas.
The UK BetMGM offering will offer players exclusive slots and sports promotions, as well as frequent jackpots and loyalty rewards. The company hopes this will help it achieve the same level of performance it reached in the US and Canada.
“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,” MGM Resorts CEO and president Bill Hornbuckle says. “Today’s announcement represents a key step forward in our international growth strategy, which has been advancing rapidly since our acquisition of LeoVegas.”
Entertain Not Involved
This move comes as both a no-brainer and something of a surprise. After all, LeoVegas is owned by MGM Resorts, who bought it for $607 million last year. As such, involving it in the British take on the BetMGM brand makes more than a little sense.
However, half of BetMGM is actually owned by Entain, the owner of such leading gaming brands as Ladbrokes, Gala and Coral, as well as Europe’s Bwin and Eurobet. In fact, Entertain is not even involved in the sportsbook side of things, since Kambi (the provider of LeoVegas’ sportsbook since 2016) will be taking care of that side of the BetMGM UK business.
Entertain currently supplies the technology and platform behind the BetMGM brand in the US and Canada.
This decision not to involve Entain has led to speculation that its partnership with MGM Resorts might collapse sooner or later. These rumours first started back in January 2021, when MGM Resorts’ proposal to acquire Entain was rejected.
Following that, MGM Resorts gave up on buying Entain, instead going for LeoVegas.