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LeoVegas

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LeoVegas AB is a Swedish mobile gaming company and provider of online casino and sports betting services such as table games, video slots, progressive jackpots, video poker and live betting to a number of international markets. LeoVegas Gaming Ltd. is a subsidiary of MGM Resorts International.[2]

LeoVegas AB
Company typeSubsidiary
ISINSE0008091904 Edit this on Wikidata
IndustryOnline gambling
Founded2011; 13 years ago (2011)
FoundersGustaf Hagman (co-founder and Chief Executive Officer)
Robin Ramm-Ericson (co-founder)
Headquarters
Sweden Edit this on Wikidata
Number of locations
Stockholm, Group HQ
Malta, Gaming Ltd
Areas served
Nordics, United Kingdom, Europe
ProductsLeoVegas Casino
LeoVegas Live Casino
LeoVegas Sportsbook
Revenue€ 327,8M
Number of employees
930+
ParentMGM Resorts International[1]
Websitewww.leovegas.com
leovegasgroup.com/en

Corporate history

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Leovegas was founded in 2011 by Gustaf Hagman (CEO) and Robin Ramm-Ericson (Chairman of the Board & Managing Director).[3]

LeoVegas experienced rapid growth due to the overriding increase in smartphone use and the "mobile first"[4] mentality of its founders. Hagman stated that the company "was born out of the smartphone, which today is the fastest-growing channel for entertainment." As a result, the company has over 700 employees working for the provider.[5]

The initial stock market offering of the company took place on 17 March 2016.[6] Financial advisers in the transaction were Carnegie Investment Bank and SEB, as Joint Global Coordinators and Book-runners.[7] The legal advisers were Baker McKenzie, while Avanza Bank AB was appointed as LeoVegas' certified adviser. At the time of the initial listing, the company's stock was heavily oversubscribed.[8]

In advance of the initial public offering (IPO), LeoVegas announced a 124% increase in annual revenue of €83m for 2015 compared to €37m 2014.[9] Depositing customers for both years and 2013 were as follows: 54,283 (2013), 100, 745 (2014), 202,498 (2015).[10]

On 13 May 2016, one month before the UEFA Euro 2016 football tournament, LeoVegas launched its sports betting product LeoVegas Sport.[11] At the time of launch, CEO of LeoVegas Gaming Ltd. Johan Styren stated that fast loading speeds and the mobile-first approach would be integral to growth in the live betting market for mobile.[12]

On 7 July 2016, LeoVegas obtainined a gaming license in Denmark.[13]

On 1 March 2017 LeoVegas acquired 100% of the Italian operator Winga s.r.l. for a reported fee of €6 million, entering the Italian online gambling market.[14][15] The Italian online platform and website became fully operative on 17 November 2017.

On 17 March 2017, LeoVegas was listed on Nasdaq First North Premier.[16]

On 27 October 2017, LeoVegas acquired Royal Panda for a reported fee of €60m as part of the company's expansion into regulated markets.[17]

On 8 December 2017, LeoVentures acquired a 51% majority stake in GameGrounds United, owner of the Casino Grounds streaming network.[18]

On 5 February 2018, LeoVegas changed to Nasdaqs Main Market[19] list in Stockholm.[20]

On 7 February 2018, LeoVegas acquired German licenses.[21]

On 5 March 2018, LeoVegas acquired a fast growing casino operator in UK, today called Rocket X.[22]   

On 13 September 2018, LeoVentures acquired 51% of the shares in Pixel Holding Group Ltd, which runs the esports betting operator Pixel.bet.[23] Pixel.bet has a five-year license on the Swedish market.[24]

On 30 November 2018, LeoVegas was among the first to receive a gambling licence in Sweden.[25]

In October 2019, LeoVegas were granted a five-year operating licence in Sweden.[26] On 1 January 2019, Sweden became a regulated market and LeoVegas had a license from day one.

In March 2021, LeoVegas agreed a deal to purchase Expekt for €5m. The acquisition was completed in May 2021.[27]

In May 2021, LeoVegas joined The Netherlands Online Gambling Association (NOGA).[28] LeoVegas also introduced instant and individually personalised deposit limits across its UK brand portfolio on same month.[citation needed]

In May 2022, MGM Resorts International announced an offer to acquire LeoVegas in a deal worth $607 million and received all approvals needed to commence their acquisition by 7 September 2022.[29][30]

Operations

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The company headquarters are in Stockholm,[31] whereas the brand "LeoVegas" is owned by LeoVegas Gaming Ltd. which is based in Malta. Technical development is conducted by a further subsidiary of the group, Gears of Leo, based in Sweden. The company has offices in Italy, UK and Poland.[citation needed]

The online casino and sports betting products are licensed and regulated under the service of the Maltese Lottery and Gaming Authority (MGA).[32] In the United Kingdom, the company operates in compliance with UK Gambling Commission requirements and in Sweden under the service of Spelinspektionen. In addition, it has obtained authorization in 2019 from the Dirección General de Ordenación del Juego (DGOJ).[33]

LeoVegas' core markets are the United Kingdom and Nordic countries, namely Sweden, Norway, Denmark and Finland. The company also has a presence in other European countries Spain, Italy. In addition, LeoVegas has a presence in the Latin American countries Chile and Peru, and in Canada.[34]

LeoVegas offers a number of casino games from game providers including NetEnt, Yggdrasil, Evolution Gaming, IGT, Play N’ Go, Playtech, Microgaming, Authentic Gaming, Bally and WMS. Some of the casino games offered are roulette, blackjack, baccarat and Caribbean stud poker.

The LeoVegas sportsbook uses the Kambi platform for front end user interface, odds compilation and customer intelligence.[35]

Partnerships

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On 19 June 2017, LeoVegas signed a two-year deal with EFL Championship club Brentford to become both their new shirt and title sponsor.[36] They followed this up a week later, on 26 June, by signing a three-year deal with Norwich City.[37] In 2023, the company became the shirt sponsor of Blackpool.

In March 2021, LeoVegas agreed a deal with Italian Serie A club A.S. Roma to become the club's official Online Infotainment Partner.[38] Strengthening their presence in Serie A, LeoVegas also became official Top Sponsors of Atalanta BC later in 2021. The partnership agreement between LeoVegas and Atalanta BC was renewed ahead of the 2024/25 season.[39]

In August 2021, Leo vegas announced its partnership deal with Esports data and technology company Abios. The agreement allowed LeoVegas access to Abios’ real time widgets and apps to aid in user engagement with their esports offerings.[40]

Awards

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At the Global Gaming Awards London 2021, LeoVegas won the "Online Casino of the Year" award for the fourth time in a row.[41][42]

LeoVegas picked up the Mobile Casino Product of the Year at the 2021 EGR Operator Awards.[43]

In April 2022 the company won for the fifth time the "Online Casino of the Year Award" at the Global Gaming Awards held in London,[44] for the fifth consecutive time.[45]

In February 2023, LeoVegas scooped the 'Online Casino of the Year' award at the 2023 Global Gaming Awards in London.[46]

In October 2023, LeoVegas won 'Operator of the Year' at the EGR Operator Awards 2023.[47]

Critics

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United Kingdom

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LeoVegas was fined £600,000 (€680,500) by the Gambling Commission (GC) over "failings" related to misleading advertising and the handling of customers. Specifically, 41 misleading adverts were identified that were sanctioned by the operator, as well as evidence of the mistreatment of customers at the end of their self-exclusion period. A review found that LeoVegas failed to return funds to 11,205 customers when they chose to self-exclude and close their accounts, while marketing material was sent to 1,894 people who had previously self-excluded. LeoVegas allowed 413 previously self-excluded customers to gamble, without speaking to them first or applying a 24-hour cooling off period.[48]

References

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  1. ^ NOTICE, CONTROL. "NOTICE REGARDING CHANGE OF CONTROL". LeoVegas. Retrieved 2022-12-05.
  2. ^ NOTICE, CONTROL. "NOTICE REGARDING CHANGE OF CONTROL". Retrieved 2022-12-05.
  3. ^ Insider, Gambling. "CEO Special 2021: The entrepreneur's tale with LeoVegas CEO Gustaf Hagman". www.gamblinginsider.com. Retrieved 2021-08-10.
  4. ^ "mobile first"
  5. ^ Lawson, Scott (July 10, 2018). "LeoVegas Has More Changes for Its Group Management Team".
  6. ^ Nordic, Nasdaq (17 March 2016). "NASDAQ STOCKHOLM WELCOMES LEOVEGAS TO FIRST NORTH PREMIER" (Press release). Retrieved 2016-09-11.
  7. ^ "LeoVegas – Carnegie Corporate Finance". Carnegie Corporate Finance. Retrieved 2016-09-11.
  8. ^ AB, LeoVegas (17 March 2016). "LeoVegas AB: The mobile gaming company LeoVegas offering was significantly over-subscribed - trading on Nasdaq First North Premier commences today" (Press release). Retrieved 2016-09-11.
  9. ^ "Leo Vegas Online Casino Review - Information & Ratings". CasinoExpert. Retrieved 2021-08-10.
  10. ^ LeoVegas Mobile Gaming Group, Annual Report 2015; Retrieved 2016-09-12
  11. ^ "LeoVegas successfully launch their new sports betting product". Calvin Ayre News. 13 May 2016. Retrieved 2016-09-11.
  12. ^ "LeoVegas CEO: Newly-launched sportsbook's loading speeds "thump" our competitors' times". www.gamblinginsider.com. Retrieved 2016-09-11.
  13. ^ AB, LeoVegas (2017-07-07). "LeoVegas launches LeoVegas Sport in Denmark". GlobeNewswire News Room (Press release). Retrieved 2019-02-14.
  14. ^ "LeoVegas completes the acquisition of the Italian gaming operator Winga". globenewswire.com. March 1, 2017. Retrieved February 18, 2018.
  15. ^ Menmuir, Ted (February 21, 2017). "Veni vidi vici…LeoVegas acquires Winga Italia for €6 million". sbcnews.co.uk. SBC News. Retrieved February 18, 2017.
  16. ^ Nordic, Nasdaq (2016-03-17). "NASDAQ STOCKHOLM WELCOMES LEOVEGAS TO FIRST NORTH PREMIER". GlobeNewswire News Room (Press release). Retrieved 2019-02-14.
  17. ^ "Leo Vegas has purchased Royal Panda for a reported fee of €60m". Retrieved 2017-11-09.
  18. ^ "LeoVegas takes majority stake in CasinoGrounds". iGaming Business. 8 December 2017. Retrieved 9 June 2021.
  19. ^ Nasdaqs Main Market
  20. ^ Nasdaq (2018-02-05). "Nasdaq Stockholm Welcomes LeoVegas to the Main Market". Nasdaq. Retrieved 2019-02-14.
  21. ^ "LeoVegas acquires local German licence with sportsbook deal". EGR. 7 February 2018. Retrieved 9 June 2021.
  22. ^ "LeoVegas shows UK muscle with launch of Rocket X". SBC News. 2018-03-05. Retrieved 2019-02-14.
  23. ^ AB, LeoVegas (2018-09-13). "LeoVegas AB: LeoVentures invests in esports betting - Pixel.bet". GlobeNewswire News Room (Press release). Retrieved 2019-02-14.
  24. ^ Evans, Jake (26 February 2019). "LeoVegas makes esports push with Swedish Pixel.bet licence". EGR Intel. Retrieved 2021-08-10.
  25. ^ Group, LeoVegas Mobile Gaming. "LeoVegas Among First to Receive Gambling Licence in Sweden". www.prnewswire.com (Press release). Retrieved 2019-02-14. {{cite press release}}: |last= has generic name (help)
  26. ^ "Swedish court grants LeoVegas five-year operating licence". iGaming Business. 8 October 2019. Retrieved 9 June 2021.
  27. ^ "LeoVegas completes Expekt acquisition, relaunches brand in Nordics". iGaming Business. 20 May 2021. Retrieved 9 June 2021.
  28. ^ "LeoVegas joins Dutch trade association NOGA". NOGA. 31 May 2021. Retrieved 9 June 2021.
  29. ^ "MGM Resorts International announces offer to acquire global online gaming company LeoVegas". PR Newswire (Press release). Retrieved 22 August 2022.
  30. ^ "MGM Receives Necessary Approvals to Acquire LeoVegas". Casinoreviews.net. Retrieved 22 August 2022.
  31. ^ "LeoVegas AB - Bloomberg". www.bloomberg.com. Retrieved 2021-08-10.
  32. ^ "LeoVegas Casino Review August 2021 | GamblingBaba 🥇". GamblingBaba. Retrieved 2021-08-10.
  33. ^ "Leovegas Gaming PLC". Retrieved 26 June 2019.
  34. ^ "LeoVegas: Regulated Gaming in Ontario, Canada". Retrieved 23 June 2022.
  35. ^ "LeoVegas to launch sports betting offering on May 13". www.yogonet.com. Retrieved 2021-08-10.
  36. ^ "LeoVegas new Shirt Sponsor and Title Partners". www.brentfordfc.com. June 19, 2017. Retrieved September 11, 2017.
  37. ^ "City announce new principal club partner". www.canaries.co.uk. June 26, 2017. Retrieved September 11, 2017.
  38. ^ "Club agrees new partnership with LeoVegas". AS Roma. 15 March 2021. Retrieved 9 June 2021.
  39. ^ "News - Atalanta BC Renews Top Sponsorship Deal with LeoVegas". iGaming News. Retrieved 2024-09-09.
  40. ^ "Abios partners with LeoVegas". Esports Insider. 31 August 2021. Retrieved 24 March 2022.
  41. ^ "Revealed: The winners of the Global Gaming Awards London 2021". Gambling Insider. 28 June 2021. Retrieved 29 June 2021.
  42. ^ "LeoVegas Online Casino of the year 2021". European Gaming. 6 July 2021. Retrieved 9 July 2021.
  43. ^ "Winners of 2021 EGR Operator Awards". Online Bingo. 2021-11-26. Retrieved 2022-03-02.
  44. ^ Thompsett, Louis (2022-04-11). "Revealed: The winners of the Global Gaming Awards London 2022". Retrieved 2022-04-12.
  45. ^ Miller, George (2021-07-06). "LeoVegas Online Casino of the year 2021". Retrieved 2022-04-12.
  46. ^ "Global Gaming Awards London 2023: Check out the full list of winners". www.gamblinginsider.com. Retrieved 2023-02-16.
  47. ^ Levy, Joe (2023-10-27). "LeoVegas Group crowned operator of the year at EGR Operator Awards 2023". EGR Intel. Retrieved 2023-12-05.
  48. ^ "LeoVegas fined £600k for advertising and customer 'failings'". iGaming Business. 2018-05-02. Retrieved 2021-06-09.
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