LeoVegas was acquired by MGM Resorts last year and will be responsible for the iGaming division of the BetMGM online casino operations, through the use of its technology and platform.
A spokesperson from Entain commented: "MGM has been operating a UK online casino for some time under the LeoVegas brand.
“They are not permitted to operate the BetMGM brand on the highly developed Entain platform utilising its advanced technology outside of the US and Ontario.”
However, it’s not only an online casino that BetMGM will launch in Great Britain, as Kambi will power the online sports betting segment of the brand.
The UK BetMGM product would offer customers a range of features, including a loyalty programme, promotions and games exclusive to the platform.
In its announcement earlier, it was also confirmed that BetMGM will continue to operate in the US and Canada using resources from Entain.
BetMGM was initially launched as a collaborative product between MGM Resorts International and Entain Holdings.
The spokesperson continued: “The UK market is a highly competitive, well-regulated market where many brands operate and where leadership is gained through brand familiarity and high quality, in-house technology.
“Entain operates a well-known portfolio of respected brands as well as an established online and retail presence.
“We do not consider that this new launch will make any impact to our business or indeed the market."
Prior to the launch, BetMGM reported a 55% increase in revenue for its H1 reports, in which it also revealed that it would not require any further equity investment from MGM Resorts or Entain.
