BetMGM Prepares For Market Entry in the Netherlands
BetMGM is a well known brand in the sports betting and iGaming landscape with land-based venues through its parent company MGM Resorts International and a growing digital presence with its online platform BetMGM. Headquartered in New Jersey, BetMGM generated almost $2 billion in 2023, performing at the upper end of its guidance range.
Stepping from land-based into online casino space
Thanks to a successful partnership between MGM Resorts International and Entain, sports betting and online gambling were revolutionized in the US. With more and more states now legalizing online betting, MGM Resorts has managed to rapidly expand across the country. BetMGM is the exclusive sports betting partner to MGM Resorts nationwide, both for online casino games and in MGM’s land-based casinos. In recent years, the board has shifted its attention to moving the company’s online activities to the other side of the ocean with the UK as the main focus.
On the verge of going towards the Netherlands and the rest of Europe
MGM Resorts International launched the BetMGM UK brand in August 2023, sealing its first official entry in Europe. This was done in partnership with LeoVegas and marked “the beginning of an international expansion strategy”. With LeoVegas’ launch in the Netherlands in October 2023, a future expansion to the Dutch market seems more probable than ever.
With a potential upcoming market entry, according to the Dutch online casino website CasinoScout.nl local gambling enthusiasts in the Netherlands are expected to enjoy BetMGM’s live dealer studio in Las Vegas, giving them the chance to virtually travel to Vegas. This might just pave the way for yet another successful market entry in Europe.
CasinoScout.nl: “Dutch market has big advantages”
Online gambling has been legal in the Netherlands since October 2, 2021 when the first regulated gambling sites officially launched their products in the European nation. KSA, the national regulator, is the country’s governing body that issues licenses for different types of gambling products including online casino games, sports betting, bingo, and poker.
According to research by CasinoScout.nl one of the biggest advantages of the Dutch market is that it allows both local and international gambling operators to offer their products. To date, 26 licenses have been granted with LeoVegas holding two of them. The first license is used for its own flagship brand. The second KSA license is still available for another platform. Although not officially confirmed, using this license to expand BetMGM’s reach in Europe seems the right move.
