Last Updated: 14.58 pm, August 18

BetMGM has launched its first international expansion after it was announced the MGM Resorts International brand would be joining UK casino sites as part of a larger strategy to enter new markets.

MGM Resorts CEO and President Bill Hornbuckle lauded the move, citing it as a "key step forward" as the company looks to develop its international growth strategy which is moving swiftly following the acquisition of LeoVegas.

He said: "BetMGM is a proven brand in the sports betting and iGaming space, and we look forward to welcoming international players into our platforms designed specifically for them.

“Today’s announcement represents a key step forward in our international growth strategy, which has been advancing rapidly since our acquisition of LeoVegas."

UK Market Promising But Presents a Challenge

The entrance of a new iGaming product to the UK should always be welcomed and it gives customers increased selection from both a casino and sportsbook perspective.

It will be interesting to see how BetMGM fairs, given the longevity of some of the current operators that exist in this market. Of course, they have big name recognition, which gives them an advantage over completely new brands, and even though the UK is a mature market it is still thriving.

The crossover for operators from the US to the UK has proved difficult in the past, with moves the other way potentially more fruitful given market conditions. FanDuel initially struggled in both the UK and Ireland but has since started to make some headway.

However, getting in earlier is an obvious advantage and BetMGM now has an even stronger pool of opposition to deal with which would not be the case had they ventured trans-Atlantic before their biggest US competitors.

UK players are used to quality products and competitive bonuses and offers. While BetMGM already has the platform to compete, they will need to act aggressively to compete with the other stalwart brands.

Confidence That Company Can Repeat North American Success

The product is available now to play on both mobile and desktop for UK players with a sportsbook and casino mobile application among other new developments expected to launch in mid-September.

"We've had great success in the U.S. and Canada with our BetMGM brand and we're confident we can duplicate this success in other markets, beginning with the UK," said Gary Fritz, President, MGM Resorts International Interactive.

The move represents the third biggest in terms of market share in the US for online sportsbooks after FanDuel and DraftKings. MGM has an existing partnership with Entain and its move to the UK will see them battle for player acquisition with the likes of Coral and Ladbrokes - two current Entain companies.

"The UK is a mature online gaming market, and we believe the BetMGM brand will provide distinct relevance to both sports bettors and iGaming consumers," continued Fritz.