MGM Resorts has clarified that it has launched BetMGM in the UK markets. The platform will be powered by Kambi, while the casino operations will be handled by LeoVegas, a brand that was acquired last year by MGM Resorts.
LeoVegas will be making use of its availability in nine jurisdictions of Canada and Europe to make sure that attractive offerings by BetMGM are live in the region. This includes loyalty rewards, frequent jackpots, exclusive slots, and sports promotions, among others. This is a key moment in the iGaming and sports betting sphere of the UK market. It is home to one of the largest regions in the segment.
According to the latest casino news, BetMGM has confirmed that it will continue operating its brand in Canada and the US. This will be made possible by the platform provided by Entain. Players can access its UK arm through their mobile devices and desktop websites.
Bill Hornbuckle, the President & Chief Executive Officer of MGM Resorts, has called the development a step forward in the direction of international expansion, adding that they have been advancing rapidly since their acquisition of LeoVegas. Bill has called BetMGM a proven brand in iGaming and sports betting, also stating that they are ready to welcome international players on the platform.
Gary Fritz, the President of MGM Resorts International Interactive, has added to the remarks of Bill. Gary has stated that they are confident of duplicating the success that they have achieved in Canada and the US. Needless to say, all of it rides on the BetMGM brand.
Gary has acknowledged that the UK market is more mature with dedicated iGaming consumers and sports bettors. Fritz has assured the community that BetMGM will be able to provide distinct relevance to both consumers and players.
Entain is taking a slightly different route in regard to the entry of BetMGM in the UK market. A spokesperson from Entain has said that BetMGM is not permitted to operate its own brand as they have already been operating a UK online casino under the LeoVegas brand. However, this comment only pertains to the operations of BetMGM outside Ontario and the US.
Meaning, BetMGM cannot leverage the technology of Entain in any other region except the US and Ontario. BetMGM is yet to respond to this comment at the time of articulating this article. They have only confirmed that the resources of Entain will continue to be integrated with the brand in the US and Canada.
A reason why Entain has hinted at their disappointment is that the UK market is highly competitive in the offerings of iGaming and sports betting. The launch will not precisely affect their business, but it still has to be looked into by the relevant authorities.
The entry of BetMGM in the UK follows the publication of financials, where the brand shared that it has registered an increase of 55% in its revenue for H1 reports.
