LeoVegas, a renowned online gambling company, is relaunching the Expekt brand in Denmark following its success in the Swedish market. Expekt, one of the oldest sports betting brands in the region before its withdrawal from Denmark a decade ago, is making a comeback under the ownership of LeoVegas. With partnerships already established with Internazionale Milano and Manchester City, LeoVegas aims to further solidify its position in the Nordic markets by expanding Expekt’s presence in Denmark. The relaunch includes a new mobile app, enabling players to bet conveniently through their smartphones. This strategic move aligns with LeoVegas’ growth plans and ambitions for the region.
Reviving a Trusted Brand:
LeoVegas acquired the Expekt brand from the Betclic Group in March 2021 for €5 million ($6 million) and officially relaunched it in May 2021. Expekt’s revival in Denmark leverages its historical reputation as a trusted and established sports betting brand. By reintroducing Expekt to the Danish market, LeoVegas seeks to tap into the nostalgia and recognition associated with the brand among Danish bettors, offering them a renewed and enhanced betting experience.
Expanding Mobile Betting Opportunities:
The new Expekt app provides a seamless and user-friendly platform for players to engage in mobile betting. Recognizing the growing trend of mobile gaming, LeoVegas aims to capture a significant share of the Danish market by offering a convenient and accessible mobile betting experience through the Expekt brand. This strategic approach aligns with the preferences of modern bettors who seek flexibility and convenience in their gambling activities.
Nordic Market Penetration:
LeoVegas’ relaunch of Expekt in Denmark forms part of the company’s broader strategy to strengthen its presence in the Nordic markets. By leveraging Expekt’s brand recognition and LeoVegas’ technical expertise, the company aims to attract Danish bettors and expand its market share in the region. The relaunch of Expekt in Denmark signifies LeoVegas’ commitment to its Nordic expansion plans and capitalizes on the company’s established reputation in the online gambling industry.
Acquisition of Push Gaming:
In addition to the relaunch of Expekt, LeoVegas recently announced its agreement to acquire Push Gaming, a prominent game development company. The acquisition enables Push Gaming’s employees to continue creating and distributing games through their own platform and remote gaming server while operating under LeoVegas’ ownership. With over 100 employees remaining under the existing management team, LeoVegas ensures the continuity and expertise of Push Gaming’s workforce, enhancing its game portfolio and overall gaming experience.
LeoVegas’ decision to relaunch the Expekt brand in Denmark demonstrates the company’s strategic focus on expanding its presence in the Nordic markets. By leveraging Expekt’s trusted reputation and introducing a user-friendly mobile app, LeoVegas aims to attract Danish bettors and enhance their gaming experience. The revival of Expekt aligns with LeoVegas’ commitment to delivering innovative and accessible gambling platforms. Furthermore, LeoVegas’ recent acquisition of Push Gaming underscores its dedication to strengthening its game portfolio and ensuring continued growth in the competitive online gambling industry. With these strategic moves, LeoVegas is well-positioned to make a lasting impact in the Nordic region and solidify its position as a leader in the online gambling market.