Online operator LeoVegas has launched GoGoCasino, the first brand to go live on its new platform, Brands of Leo.

GoGoCasino will first be available to players in Sweden and builds on the company’s expansion strategy of diversification.  

The operator says GoGoCasino will soon be rolled out in more markets, combining casino functions with a high level of user friendliness and an appealing design.

LeoVegas CEO Gustaf Hagman said in the press release announcing the launch that the casino "fills a hole in the market." When asked to expand on this, a spokesperson for LeoVegas told Gambling Insider the speed and overall smoothness of the technology reduces sign-up, deposit and registration times.

Hagman was also keen to emphasise the speed of GoGoCasino.  

He said: "Shortly after going live with our multi-brand portfolio we are now launching GoGoCasino. The brand has a modern and fun tone that conveys a smooth experience and fills a hole in the market.

"The start and response from customers have been very positive and we are capitalising on the group's strengths, experience and economies of scale."

This announcement follows news in February that the Swedish Gambling Authority, Spelinspektionen, has awarded LeoVegas-owned Pixel Digital Ltd a five-year license for online casino and sports betting.

That was the second license LeoVegas has been issued in Sweden, with pixel.bet due to go live on 25 March.