LeoVegas unveils new proprietary multi-brand platform

LeoVegas Gaming has introduced a new proprietary multi-brand platform in a move that will enable the Swedish operator to launch new brands under the collective name ‘Brands of Leo’.

The operator has said this new multi-brand strategy has been made possible by its “flexible and scalable proprietary technical platform”, with the operator now aiming to develop and expand its platform with more brands.

A small team within LeoVegas will spearhead the new Brands of Leo venture, with the operator saying that this is in line with efforts to increase the efficiency of its existing resources.

“The multi-brand functionality that we have developed on our proprietary core platform will allow us now to launch new brands with a high level of flexibility and scalability,” LeoVegas CEO Gustaf Hagman said.

“These will be distinctly targeted to different customer groups – some of which are looking for niche functionality and others that are driven by the charm of novelty that a new and fresh brand offers.

“Our ambition is to raise the bar in the industry and always offer something new and unique while maintaining our overall focus on responsible gaming.”

The move comes after LeoVegas last month also launched its Pixel Digital esports betting brand in the regulated Swedish market, after securing a licence from national regulator Spelinspektionen. LeoVegas will initially focus on Sweden and the Nordics, after which it will open up the brand to international markets.

LeoVegas last month also postponed its growth targets after experiencing a drop in operating profit during 2018. Revenue was up 51% year-on-year to €327.8m (£280.2m/$371.1m) in the 12 months to December 31, 2018, but operating profit slipped from €19.9m to €19.2m.