One of the key players in the US market, MGM Resorts International, has launched its BetMGM igaming and online sports betting brand in the UK.

The move marks another step in the firm’s global expansion, as it looks to bolster sporting engagement across Europe and in the UK through technology acquired when the group purchased LeoVegas.  

MGM Resorts CEO and President Bill Hornbuckle, commented on the moce: “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. Today’s announcement represents a key step forward in our international growth strategy, which has been advancing rapidly since our acquisition of LeoVegas.”

The group’s expansion in the UK market comes just a week after the start of the Premier League season, with few sponsorship spaces in English football’s top flight available. Nonetheless, it’s likely that the group will look to grow its name in the UK market through sporting collaborations.

From an operational standpoint, the firm will operate BetMGM in the UK using the technology of its EUropean holding LeoVegas, acquired last year, and not using the platform of its London-based partner Entain. 

In the US and Canada, BetMGM is operated as a joint venture between MGM Resorts and Entain, BetMGM LLC. The US firm has stressed however that it will continue to use Entain’s tech for the US and Canadian markets.

“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,” added Gary Fritz, President, MGM Resorts International Interactive. 

“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.”In the US, one of the firm’s key collaborations has been with the Cincinnati Reds, with the duo recently underling their focus on user engagement – as they recently sought to maximise traffic through moving location of the sportsbook.

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