The LeoVegas Group has launched its new UK sports betting focused brand, BetUK.com.
The online operator recently launched its sportsbook 2.0 and new design for LeoVegas.com, a move which is now being paralleled by the UK sports betting rebrand via its Rocket X subsidiary.
As the UK market is one of the largest in the world, LeoVegas believes it offers the opportunity to create additional brands which are able to attract different customer types.
Previously, the company has claimed the move will help to improve its mobile position as well as increasing its competiveness within the sports betting market.
Gustaf Hagman, LeoVegas Group CEO, said: "BetUK.com is a premium domain with a very strong link profile that ranks high on Google and other search engines. It is a very exciting move, and I am convinced that it will be a success with strong and sustainable growth.”
In preparation for the new brand launch, BetUK.com has already entered into a shirt sponsorship deal with football club Swansea City to help increase the brand's profile and association with sports betting.
Supplier SBTech has been chosen as the provider for Rocket X for a number of UK-facing sites.
LeoVegas applied for a casino and sports betting licence in its native Sweden earlier this month, continuing its “expansion strategy” of reaching revenue of €600m ($691m) and EBITDA of €100m ($115m) by 2020.