LeoVegas has announced the relaunch of online casino BetUK, acquired from IPS for $84.5m in January, with a sports betting focus powered by SBTech.
The site, integrated by platform supplier Bede, will allow the Swedish online operator to leverage its recent sponsorship of Swansea City FC as well as bolster its multi-brand UK expansion strategy.
“It is a very exciting move,” said LeoVegas CEO Gustaf Hagman. “I am convinced that it will be a success with strong and sustainable growth.”
“The UK market is very large and mature, which creates scope to work with more brands that attract different types of customers. BetUK.com is a premium domain with a very strong link profile that ranks high on Google and other search engines.”
The site will continue to offer a range of casino titles alongside the sportsbook, with product diversification key to what Hagman termed LeoVegas’ “successful, global brand strategy.”