-
Casinos for you
LeoVegas Expand their Reach Through Acquisitions and App Deal
By Shane Addinall Mar 18, 2021 IndustryLeoVegas has taken two strategic steps to increase its mobile footprint in the European betting market. Will its acquisition of Expekt and its move to be the first Android casino app in Spain, Sweden, and Denmark pay off?LeoVegas needs no introduction to online gambling enthusiasts, as the tier-one casino offers some of the best digital casino entertainment in the world. With multi-jurisdictional licenses, the brand already services most regions where online gambling is legal, making it one of the most progressive brands in the business.
The LeoVegas Casino group keeps pushing industry boundaries to remain at the forefront of competition. Their drive to lead the market is apparent from their latest ventures, securing mobile dominion in three key European countries and acquiring one of Sweden’s leading sportsbooks to add to their collection of 13 gambling brands.
The Mobile Mogul
The casino brand is officially the first gambling site to launch legal casino apps in the Swedish, Danish, and Spanish Google Play stores. This positions the brand to capitalise on a budding Android gambling market that dominates 90% of Spain’s mobile market, 45% of Sweden’s mobile gambling, and 38% of Denmark’s smartphone and tablet gaming.
The news comes on the cusp of regulatory changes to the three jurisdictions. The visionary company readied itself to take pole position the moment the industry was ready for it. Chief Product and Technology Officer at LeoVegas, Mattias Wedar, proudly said:
“Once again, we have positioned ourselves as leaders in our industry and make it easier for our customers to get a superior mobile product and this will enhance the customer experience. It was a tight deadline as Google only announced this possibility officially in late January, but with a great effort of all teams involved we were able to make it happen not only on time but ahead of competitors.”
The advanced start in the marketplace plays out as a huge advantage for the casino brand which now has the chance to establish its name among mobile betting enthusiasts before its competition arrives.
It is well known that the upper hand in business usually goes to the competitor who gets to market first. If this philosophy plays out, LeoVegas could be in a position to dominate in those regions.
A Sporting Chance
LeoVegas shows its forward-thinking prowess through a brand-new acquisition in the sportsbook industry. The gambling brand has secured a deal to buy Expekt Nordics Ltd and all its related assets from the Betclic Group for €5 million.
This buy comes at the end of a rough few years for Expekt and sports betting in general, thanks to the COVID-19 pandemic which put a halt on all major sporting events, globally.
With things due to change soon, sports betting could be due for a boom, as the sporting industry is slowly opening its doors again. The end result may cause a sports betting ‘tsunami’ which will bode well for bookmakers.
Expekt already has a recognisable name in Sweden and other Nordic regions, making it the perfect brand to enhance LeoVegas’ mobile footprint in the Northern European betting business.
Gustaf Hagman, the CEO of LeoVegas is very positive about the company’s vision and goals for its new brand. He said:
"We are working resolutely to offer the ultimate mobile sports betting experience, which will entail a number of new innovations and new thinking with a starting point from what a mobile experience can entail for the big years of sport in 2021 and 2022. This is a milestone for LeoVegas and represents a broadening of our strategy. We look forward to Expekt once again becoming a leading sport brand in Sweden and the Nordic countries."
All in all, LeoVegas seems motivated to focus on the mobile segment of gambling, which is only logical at this point, given the fact that more gamblers use their phones and tablets to place their bets nowadays.
Positioned Perfectly for the Future of Gambling
The LeoVegas Group’s strategy going forward is sound. Its progressive lean towards the mobile betting industry is the first step towards possible success in this online industry, especially in emerging countries with a great reputation for the love for online gambling.
What more could we expect from LeoVegas except to maintain its notoriety as one of the world’s leading gambling brands?
You might also like