In August 2023, BetMGM entered the UK market in partnership with MGM-owned LeoVegas, and the early results have been nothing short of impressive. According to Sam Behar, BetMGM’s UK director, the key to the operator’s success is bringing the unique Las Vegas experience across the Atlantic.
Behar stated, “It’s been an unbelievable first five months entering the UK – especially given the way we did. We had a unique ambition to make things work and we’ve certainly made a big splash, which is excellent. Of course, we always thought it would – but it’s made a much bigger impact than even we could have anticipated, and even though we had high hopes, we even exceeded those expectations.”
The operator’s focus on providing entertainment and engagement for punters has been a major factor in its early success. Behar emphasized the use of data to make decisions and pointed to exclusive content, such as the MGM Grand Gamble slot game, that has resonated with customers.
BetMGM’s goal is to bring the US elements of its brand to the UK while also building its own separate identity. The operator aims to create a new era in the igaming space by offering a larger and more exciting experience for UK customers.
A significant part of BetMGM’s strategy is focused on product quality. The operator aims to offer the best prices in the market, industry-leading promotions, a world-class mobile UX from LeoVegas, and one of the best loyalty programs.
BetMGM has also secured high-profile sponsorships with Premier League clubs and the darts Premier League, aligning itself with the best entertainment and sports in the UK. The operator’s deep casino history is also a key differentiator, with offerings such as the BetMGM Millions jackpot and the Golden Wheel promotion.
According to Behar, the operator’s focus on providing entertainment sets it apart from other operators in the UK market, many of which he believes have become stale and neglected the purpose of entertaining punters.
Despite the uncertainty surrounding the UK gambling industry due to the Gambling Act review white paper, Behar remains confident in the market’s potential and BetMGM’s ability to continue its success. The operator is well-placed to navigate any changes and continue providing a fun experience for punters.