LeoVegas expands into sports betting in Germany

Sports betting now available nationwide

The service is available across all 16 German states via the LeoVegas platform, where the operator has already been offering online slots under its German gaming license issued in March 2023. The sportsbook aims to provide German players with a comprehensive iGaming experience, integrating both casino games and sports betting on a single platform.

To promote the sportsbook, LeoVegas will launch a nationwide marketing campaign in December. Titled “Thrill Seeker,” the campaign will span multiple platforms, including television and affiliate networks, to attract a broad audience and establish the sportsbook in the competitive German market.

CEO highlights the strategic importance of the launch

Gustaf Hagman, CEO of LeoVegas Group, emphasized the importance of this launch in the company’s broader European strategy: “Launching our sportsbook offering in Germany is a very exciting step for LeoVegas Group as we continue to grow and strengthen our foothold. Germany is one of Europe’s great sports powerhouses, and we are confident players will enjoy LeoVegas.de as a one-stop-shop for the greatest igaming experience.”

Part of MGM-driven expansion strategy

The move into Germany’s sports betting market is part of LeoVegas Group’s continued expansion since its acquisition by MGM Resorts International in November 2022. The $604 million (€571.5 million) deal has enabled LeoVegas to pursue strategic growth opportunities.

Since the acquisition, LeoVegas has made significant investments, including the purchase of game developer Push Gaming in September 2023 and acquiring Tipico Group’s US sportsbook and online casino platforms in June 2024. Additionally, LeoVegas launched its in-house studio, LeoVegas Studios, dedicated to developing exclusive slot games for its brands.