Stockholm-listed online gambling group LeoVegas AB has confirmed that it will strengthen its UK sports betting proposition, adding new sportsbook provisions to its BetUK brand.
Updating the market, LeoVegas governance outlines that it will relaunch BetUK as a sportsbook property, having recently secured the brand’s first sponsorship agreement with Championship football club Swansea AFC.
Entering 2018, LeoVegas secured the BetUK brand through its £65 million acquisition of independent UK online casino group IPS Limited assets.
Seeking to accelerate its footprint with the saturated UK online gambling market, LeoVegas would launch its new ‘UK-centric operating division’ – Rocket X, servicing the acquired assets of BetUK, UK Casino, 21.co.uk and SlotBoss.
Updating investors on BetUK initiatives, Gustaf Hagman, LeoVegas AB Group CEO, outlined that Rocket X would deliver a distinct property for UK sports betting consumers, whilst underlining sustainable growth for its new sportsbook product.
“Since its start LeoVegas has adhered to a successful, global brand strategy. In larger markets, this can be complemented with a local multi-brand strategy. The UK market is very large and mature, which creates scope to work with more brands that attract different types of customers.
We are now taking the next step and launching a brand that has sports betting as its primary focus. BetUK.com is a premium domain with a very strong link profile that ranks high on Google and other search engines. It is a very exciting move, and I am convinced that it will be a success with strong and sustainable growth,”