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    LeoVegas AB re-launches sportsbetting-focused

    Author Mathias Jensen Published Published 12/09-2018 is going to be re-launched, its Swedish iGaming operator LeoVegas AB has announced. There will be a rebrand to coincide with the re-launch and the brand will now focus primarily upon offering sportsbetting services to gamblers within the United Kingdom.

    Domain acquired in February

    LeoVegas AB purchased in February for an estimated $84 million of Alderney-headquartered counterpart, Intellectual Property and Software Limited. Following this acquisition, it signed a deal that meant SBTech would enhance the domain with a reinvigorated iGaming platform. To assist with marketing a sponsorship deal was struck with Swansea City AFC, a second-tier football club in Britain.

    Re-launch Part of “Global Brand Strategy”

    The Chief Executive Officer of LeoVegas AB, Gustaf Hagman, gave a deeper insight into the strategy that guided the re-launch and helped to support the “successful global brand strategy” of the Stockholm-based firm. In his statement, Gustaf said:

    “In larger markets, this can be complemented with a local multi-brand strategy. The United Kingdom market is very large and mature, which creates scope to work with more brands that attract different types of customers.”

    The Latest in a Series of Investments

    LeoVegas has a large and diverse portfolio, being responsible for brands such as,,, and An updated front-end platform launched in May gave a large boost to the SEO activities conducted across the LeoVegas portfolio.

    Elaborating further on the re-launch of and the premium nature of the domain, Hagman said: “We are now taking the next step and launching a brand that has sportsbetting as its primary focus. 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.”

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