2021.05.21

LeoVegas ventures into US market

LeoVegas has begun to realise its ambitions for the US regulated online gambling market via a partnership with casino monolith Caesars Entertainment, Inc.

New Jersey was announced as the Launchpad for the online casino and sports betting operator’s American excursion with the company recently signing an agreement to compete in the state’s iGaming space with its flagship LeoVegas brand.

The company elaborated that the operation would be powered by its proprietary platform, Rhino. To guarantee scalability and stability, the platform is fully ported to Google Cloud and it is geared to support multiple brands, with over 10 iGaming and sports betting operations already included. The platform holds a license to power brands in seven different jurisdictions.

To deliver a regulated online gambling experience, LeoVegas plans to apply for certification from the New Jersey Division of Gaming Enforcement. The operator explained that it opted to use its proprietary technology to give it full control over its iGaming product and to deliver a “unique and competitive gaming experience” to its prospective US customers.

The site is expected to open for business for New Jersey and US players in the first half of 2022, following regulatory approvals and other obligations it needs to meet to launch successfully.

Control is everything

LeoVegas Group CEO Gustaf Hagman commented on the company’s imminent entry into the US regulated gambling space, saying that that the American market has “immense growth potential” with an increasing number of players discovering regulated online gambling.

He further stated that the company would focus on its strengths, namely, “offering an innovative, world-class gaming experience directly in mobile phones.”

Mr Hagman elaborated that LeoVegas’ decision to lead with its proprietary platform was a specific strategy, gleaned from operating in other markets as “having full control over our technology is a key competitive advantage.”

New Jersey boasts a population of nine million people with nine operational land-based casinos which are all located in Atlantic City. The state was one of the first in the US to regulate online casino-style gaming in the early 2010s. New Jersey also pioneered live, regulated sports betting, following the reversal of a ban on the practice by the US Supreme Court.

The New Jersey online gambling market is currently the largest in the US, reporting 2020 revenue of over $1 billion.

 LeoVegas has been in the news recently when it launched Blue Guru Games, an in-house iGaming content development studio. The first Blue Guru titles are set to be released in late 2021.

Gustaf Hagman - LeoVegas
LeoVegas Group CEO: Gustaf Hagman