Former Mr Green boss to lead LeoVegas expansion drive
Operator targets four new markets before end of 2015 after hiring Marcus Nylén as head of expansion
LeoVegas is poised to begin a transformational expansion drive targeting entry into four new markets by the end of the year, as it looks to strengthen its position in regulated European territories as well as in markets further afield.
The move into new territories is being led by former Mr Green CEO Marcus Nylén (pictured), who joined the mobile casino firm in June as a board member and head of expansion.
LeoVegas will enter four new markets before the end of 2015, and continue at at least that pace during the course of next year.
And while it has plans to enter several more regulated European markets, with Denmark among them, the firm also has ambitious targets in continents further afield.
The expansive vision comes after a capital injection to the tune of 12m at the end of last year and Nylén said the funds would be channelled into its new growth strategy.
“We are going to use those funds and our profits to expand because our product and concept is working extremely well,” he told eGaming Review. “We’re a fast moving company with a strong team, a recognised mobile product and a proven customer acquisition and retention strategy.”
LeoVegas successfully moved into the competitive UK egaming market last year after signing a media partnership deal with the Sun and the Mirror newspapers.
Nylén confirmed that the use of high-profile media partners is a model that can be replicated as it expands internationally.
“Our marketing has become extremely efficient,” Nylén said. “We are growing much faster than expected in all our markets with steady CPA levels and increasing conversion and retention rates. It’s also positive to see that our recent focus in the UK is paying off.”
“In essence, I’m amazed with what the founders and the team has been able to establish so far. It’s an inspiring, focused, decisive and agile team which has created a remarkably flexible platform with an outstanding mobile product. There is so much to leverage on when expanding into new countries”, he added.
Nylén, the husband of LeoVegas CMO Louise Nylén, announced plans to leave Mr Green Group in January this year having initially joined the organisation as chief executive of its flagship online casino brand in February 2013.
He later took up the role of CEO at Garbo.com, Mr Green’s sister company aimed at female casino players.