The UK gambling market is growing and new online casinos are coming all the time as per British Gambler listings. MGM Resorts has launched BetMGM online sports betting and iGaming in the United Kingdom.
Following MGM’s success in North America, the operator has ventured into the UK market and will offer customers several new product features including exclusive slots, loyalty rewards and sports promotions. The move comes after MGM Resorts acquired Swedish-based LeoVegas a year ago, which is currently available in nine jurisdictions across Europe and in Canada.
While LeoVegas will provide the technology and handle the UK casino operations, the sportsbook will be powered by Kambi.
What Does this Move mean to UK Gamers?
BetMGM offers a safe online sports betting experience for UK users and other international markets having been used in Las Vegas for a number of years. UK gamers will be able to access BetMGM’s offering on both desktop and mobile web with further development, including mobile apps planned before a national media launch in September.
The brand in Canada and the United States meanwhile, will be operated using the technology and platform provided by Entain.
After announcing the move, MGM Resorts CEO and President Bill Hornbuckle said: “BetMGM is a proven brand in the sports betting and iGaming space, and we look forward to welcoming international players onto our platforms designed specifically for them.”
“Today’s announcement represents a key step forward in our international growth strategy, which has been advancing rapidly since our acquisition of LeoVegas.”
President of MGM Resorts International Interactive, Gary Fritz 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.”
MGM Resorts Looking to Expand into New International Markets
The MGM Resorts portfolio currently boasts of more than 30 unique hotel and gaming destinations across the world, and offers sports betting and online gaming through market-leading brands including partypoker.
Since its launch one year after the repeal of PASPA led to sports betting being legalized in some states in the US, BetMGM has become one of the most famous names in the iGaming industry and the third biggest online sportsbook in the US when it comes to market share.
This latest move, announced on August 17, 2023, is the start of a strategy which will see the BetMGM brand expand into new international markets. Creating immersive and interactive experiences through its suite of Las Vegas-inspired brands, the aim will be to bring enhanced gaming to more customers.