LeoVegas aims big with multi-million pound UK launch
Mobile casino operator partners with the Mirror and the Sun with target of being a "leading mobile player" by the end of the year
Mobile casino operator LeoVegas is launching a multi-million pound marketing push as part of its plans to become a leading player in the UK’s lucrative mobile gaming market.
The Swedish firm has signed a number of media partnerships including with the Sun and the Mirror newspapers, along with a host of media activity due to go live in the first half of 2014.
CEO Johan Styren (pictured) said the aim is establish the business as a “leading mobile player” in the UK by the end of the year.
“The UK market is very crowded but we are looking at innovative ways to cut through and continue the rapid growth that the business has seen in the Nordic markets over the last two years,” he told eGaming Review.
The campaign will be led and managed by mobile marketing agency Somo.
“We will be approaching the UK market from a ‘mobile first’ perspective, something that is very much a part of the DNA of the business. Leo Vegas is built on the idea that one shouldn’t accept the industry norm and we plan on shaking things up in the UK in 2014.”
LeoVegas has also recruited the help of ex-Virgin Games commercial director Joshua Morris and ex-Game Account head of affiliates Shenaly Amin to its Malta-based team.
LeoVegas caught the attention of the egaming industry during 2013, showing rapid growth and a unique take on mobile gaming which saw it win eGR’s Innovation in Casino award in June.
The company confirmed it has new content deals in the pipeline to add to its agreement with Evolution Gaming announced last October.