LeoVegas, already a prominent name in Germany’s online casino sector, has now entered the country’s regulated sports betting market. The Swedish operator, owned by MGM Resorts International, will roll out its sportsbook across all 16 states via its platform, LeoVegas.de, complementing its existing online slots offerings.
Nationwide Marketing Push
To promote the new sportsbook, LeoVegas plans to launch a nationwide advertising campaign in December. The campaign, under the slogan “Thrills Seeker,” will include TV commercials and affiliate promotions to capture the attention of German players.
LeoVegas secured an online casino license for Germany through LVSports Limited in March 2023. Commenting on the sportsbook expansion, Group CEO Gustaf Hagman said, “Germany is one of Europe’s great sports powerhouses. We are confident players will enjoy LeoVegas.de as a one-stop-shop for the greatest iGaming experience.”
Strategic Growth under MGM
Since its $604 million acquisition by MGM Resorts in November 2022, LeoVegas has actively expanded its portfolio. It has acquired the game developer Push Gaming and Tipico’s US sportsbook and online casino platforms.
The operator also launched its own in-house gaming studio, LeoVegas Studios, in September to produce exclusive slots. Beyond Germany, MGM recently introduced its BetMGM platform in the UK and the Netherlands.
Leadership and Compliance
In August, LeoVegas bolstered its regulatory expertise by appointing Carl Brincat, the former chief executive of the Malta Gaming Authority, as its director of policy and regulatory affairs.
LeoVegas’ entry into Germany’s sports betting market represents a significant step in its European expansion, positioning the brand as a leading operator in both casino gaming and sports betting across the region.
