LeoVegas eyes UK mobile market
After success in the Nordics, operator spending big to be a âleading mobile playerâ in the UK this year
Mobile casino operator LeoVegas has outlined its intention to be a âleading mobile playerâ in the UK mobile gaming market ahead of the launch of a multi-million pound promotional campaign.
The Sweden-based firm has signed up with mobile marketing agency Somo for the campaign, which will also include marketing in UK national newspapers and other media activity that is due to start in H1 2014.
CEO Johan Styren told eGR Mobile Intelligenceâs sister publication eGaming Review that the operatorâs UK launch would be from a âmobile first perspectiveâ and that the company intended to shake things up in the UK in 2014.
âThe 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,â Styren said.
Leo Vegas entry into the UK market is well timed with no obvious dominant player in the mobile gaming space and will raise a note of concern among many of the major operators.
LeoVegas won eGRâs Innovation in Casino award in June 2013 and debuted in last yearâs eGR Power 50 in 37th place having recorded impressive growth despite regulatory uncertainty in Scandinavia.
The firm is well-regarded in the egaming sector and its reliance on an html5-based approach will position it well to take on the more untapped Android tablet market.
The operator has signed content deals with suppliers including NYX Interactive and Evolution in recent months, and offers its games on a range of mobile devices and tablets on iOS and Android operating systems.
LeoVegas will have no shortage of competition in the UK mobile casino market with a number of multi-vertical operators keen to grab market share with new launches from the likes of William Hill, Coral and Paddy Power in recent months.
This year is shaping up to be a big one for mobile gaming in the UK and there looks like a big battle is ahead for the consumers hearts and minds.
Hold on to your hats, this is going to get expensive.