LeoVegas rebrands Expekt as part of strategic broadening

LeoVegas has completed the acquisition of Expekt and will launch the company as a new sports betting brand called ‘anew

LeoVegas has completed the acquisition of Expekt and will launch the keep company as a unexampled sports betting trademark called ‘anew.'

LeoVegas say the unexampled brand testament offer an improved gaming go through and is existence launched below a different and unexampled marketing concept.

Expekt was late acquired past LeoVegas for a amount price of €5m ($6m), which included the company’s intact assets.

Now the acquisition has been offically completed and allowed the gaming manipulator to rebrand Expekt and relaunch the company.

In the announcement, LeoVegas added that the acquisition of Expekt and launch of the brandmark is part of the “strategic broadening” of its operations, and stronger nidus on sports betting.

The new Expekt testament originally be launched inward the Swedish market and unexampled or old customers testament live able-bodied to interact with the modern font sports betting brand.

Gustaf Hagman, LeoVegas Group CEO, said: “It’s incredibly exciting for us as we set in motion the unexampled Expekt today.

“The timing couldn’t follow improve with the eventful years in athletics that we get in look of us. By running Expekt on our technological political program starting from today, customers will follow able-bodied to partake inward our gaming experience, both for sports betting and casino.

“Expekt testament at one time over again live a leading sports betting brandmark inwards Sweden and the Nordic countries, and that put to work starts today.”

As piece of the acquisition and rebranding, Expekt has been migrated to LeoVegas’ proprietary expert platform, Rhino.

Rhino will also live used for LeoVegas' US launch, having recently partnered with Caesars Entertainment.