Swedish iGaming operator LeoVegas AB has announced the official re-launch of its BetUK.com brand at the same time as revealing that the new-look domain is now set to concentrate primarily on offering sportsbetting services to aficionados in the United Kingdom.

Domain acquired in February:

LeoVegas AB added BetUK.com to its portfolio in February via its purchase for approximately $84 million of Alderney-headquartered counterpart, Intellectual Property and Software Limited. It subsequently inked a deal that saw SBTech agree to provide the domain with an updated iGaming platform before unveiling an associated shirt sponsorship agreement with British second-tier football club Swansea City AFC.

Re-launch to aid ‘global brand strategy’:

Gustaf Hagman, Chief Executive Officer for LeoVegas AB, used an official Wednesday press release (pdf) to declare that the re-launch will help his Stockholm-based firm adhere to its ‘successful global brand strategy.’

Hagman’s statement read…

“In larger markets this can be complemented with a local multi-brand strategy. The United Kingdom market is very large and mature, which creates scope to work with more brands that attract different types of customers.”

Operator’s latest investment:

LeoVegas AB is moreover responsible for the online casino brands at RoyalPanda.com, SlotBoss.co.uk, Bingos.co.uk and 21.co.uk while May saw it improve the search engine optimization opportunities for its LeoVegas.com domain following the launch of an updated front-end platform.

Hagman’s statement read…

“We are now taking the next step and launching a brand that has sportsbetting as its primary focus. 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.”