LeoVegas AB re-launches sportsbetting-focused BetUK.com

BetUk.com 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 BetUk.com 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 RoyalPanda.com, Bingos.co.uk, 21.co.uk, and SlotBoss.co.uk. 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 BetUK.com 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. 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.”