LeoVegas’ strategy from the start has been “Mobile First”, which means that product and technology development for all of the brands are focused on mobile devices and product innovation. LeoVegas Group operates several scalable and global brands and each brand have their own tone, but all convey a sense of fun that permeates the entire customer interaction. What the brands all share in common is that they are targeted at customers who view their gaming as entertainment.
LeoVegas is the company’s most well-known brand. Since its inception the brand has established a position as the leading name in mobile casino. Owing to a clear and data-driven marketing strategy, LeoVegas has succeeded in establishing a distinctive brand with high recognition in the markets in which LeoVegas operates. In the Swedish online casino market, LeoVegas is “top of mind” according to the brand surveys conducted by Nepa, which signifies the highest brand recognition. By working in a data-driven manner, the company has also improved its long-term key performance indicators, such as brand preference. Positive and favourable results in brand recognition surveys have also been seen in other markets in which the company has invested and worked actively in brand-building marketing.
Royal Panda has in a short period of time established a strong and recognised brand in the gaming community. Like LeoVegas, Royal Panda appeals to a broad target group. Royal Panda is a brand that is marketed with the help of inviting and entertaining communication, as well as through affiliate companies and SEO. The marketing mix therefore consists mainly of digital channels.
Hit the Target at BetUK, a trusted online casino and sports betting site. As well as being proud sponsors of Premiership Rugby, BetUK is a quality betting platform that offers the latest in-play markets across a range of sports. The mobile-friendly interface allows you to place sports bets, play slots and casino games wherever and whenever you like.
Pixel.bet’s vision is to win over the esports community by offering the ultimate esports betting experience and taking the position as the leading gaming, betting and casino operator for people with a passion for esports. Sweden and the Nordic countries are the initial focus markets, with a clear ambition to grow further internationally. LeoVegas Group currently owns 85% of the company.
Pink Casino is a local brand in the UK whose offering includes live casino, bingo and slots. These British brands share a customer acquisition strategy focused on search engine optimisation (SEO) as well as many brand-adapted customer acquisition sites.
21.co.uk is a premium online casino that specialises in live casino games such as roulette and blackjack. The site also offers VIP tables. The brand is a leading local brand in the UK that focuses on remaining at the forefront technologically.
Slotboss.co.uk’s mission is to offer the greatest selection of online games possible as well as the best bonuses. Similarly to Pink Casino and 21.co.uk, Slotboss.co.uk is a local British brand.
Expekt was acquired in May 2021. The brand strengthens LeoVegas Group’s brand portfolio with an established position in sports betting and creates new strategic growth opportunities in the betting segment.
Brands of Leo
To further complement and diversify LeoVegas Group’s brand platform, a proprietary multibrand platform was introduced in 2019. The aim is to launch new, customised brands under the collective name Brands of Leo. Brands of Leo is made possible by LeoVegas Group’s proprietary, flexible and scalable technical platform Rhino. This presents a competitive advantage that enables new brands to benefit from LeoVegas Group’s strong position in the industry.
Brands of Leo is run by an entrepreneurial team backed by the central and global functions within the Group. This is in line with LeoVegas Group’s constant work on increasing scalability. The economies of scale from launching new brands organically are clear in the form of know-how, technology and staffing and are also crucial for creating a cost effective work approach that leads to profitable growth. To date, Brands of Leo has launched two brands with different orientations, which clearly shows how a successful multibrand strategy can be used to broaden the array of brands and reach more and broader target groups.
GoGoCasino combines the best functions of casino games with high user friendliness and a compelling design. The brand offers a new thinking and innovative product that features one of the industry’s fastest and smoothest gaming experiences. For customers who value simplicity and speed, GoGoCasino is a reliable choice.
LiveCasino.com is a niche brand for Live Casino, the fastest growing product category of online gaming. The Live Casino category is dominated by traditional table games such as roulette and blackjack. LiveCasino.com has the ambition of growing globally and is aimed at the target group that is especially interested in playing live casino games.