In a heavily saturated UK market, BetMGM’s entry in 2023 certainly made a splash. Sam Behar, BetMGM’s UK director, believes the key to the operator’s early success is bringing that unique Las Vegas experience across the Atlantic.
BetMGM launched in the UK in August in partnership with MGM-owned LeoVegas to much fanfare and, five months on, the results have spoken for themselves.
With a series of flashy sponsorships that have well and truly put BetMGM on the map in the UK, its Las Vegas ties have been put on show for all to see. Despite the high expectations, BetMGM has still managed to surpass Behar’s initial lofty projections.
“It’s been an unbelievable first five months entering the UK – especially given the way we did,” Behar says. “We had a unique ambition to make things work and we’ve certainly made a big splash, which is excellent.
“Of course we always thought it would, but it’s made a much bigger impact than even we could have anticipated and, even though we had high hopes..
