LeoVegas Group has officially introduced its online sports betting platform in Germany, following the approval of a license last year. The company had already been providing online slots through its LeoVegas.de site and is now expanding with the addition of its sportsbook service.
This new offering will be available throughout all 16 states in Germany, further establishing LeoVegas’ presence in the country, as stated by the operator.
In conjunction with this sportsbook launch, LeoVegas Group plans to initiate a comprehensive marketing campaign titled “Thrill Seeker” across television and affiliate networks beginning in December. This campaign aims to amusingly demonstrate how to bring excitement and unexpected dynamics into daily routines, as described in the company’s announcement.
Gustaf Hagman, the CEO of LeoVegas Group, remarked, “Introducing our sportsbook in Germany marks a significant milestone for LeoVegas Group as we aim to continue expanding and solidifying our presence. Germany is recognized as one of Europe’s key sports hubs, and we are optimistic that players will appreciate LeoVegas.de as a comprehensive destination for the ultimate igaming experience.”
The launch in Germany is part of LeoVegas’ broader expansion strategy, which has recently seen the BetMGM brand extend into the Swedish and Dutch markets in October and April 2024, respectively. Currently, LeoVegas operates in four European markets, having initially launched in the UK in August 2023.
The UK debut featured a substantial advertising campaign, headlined by Hollywood actor Chris Rock in an elaborate TV and online marketing initiative. Additionally, BetMGM has secured sponsorship agreements with prominent Premier League football clubs, including Newcastle United, Wolves, and Tottenham.