LeoVegas is relaunching its Expekt brand in Denmark after the sports betting brand’s success in Sweden.
Before the brand was pulled from the Danish market a decade ago, Expekt was one of the region's oldest sports betting brands. However, now, it is being relaunched by LeoVegas – which has deals with Internazionale Milano and Manchester City – in an effort to gain a further position in the Nordic markets.
The new app offers players the ability to bet through smartphones, and the aim is to push the brand’s presence into the Danish market with further growth, with the launch being a part of LeoVegas’ plan.
LeoVegas bought the Expekt brand from the Betclic Group in March 2021 for €5m ($6m) and relaunched it in May 2021.
At the time, Gustaf Hagman, LeoVegas Group CEO, said of the launch: “It’s incredibly exciting for us as we launch the new Expekt today.
“The timing couldn’t be better with the eventful years in sport that we have in front of us. By running Expekt on our technical platform starting from today, customers will be able to partake in our gaming experience, both for sports betting and casino.”
In other news, LeoVegas recently announced it had reached an agreement to acquire Push Gaming.
Once part of LeoVegas, employees of Push Gaming will continue to develop and distribute games through its own platform and remote gaming server.
LeoVegas has also confirmed that the 100+ employees will continue to work under the same management team as prior to the acquisition.