LeoVegas Group has unveiled a refreshed corporate brand identity, signalling a strategic repositioning as it continues to scale across regulated markets.
One of the key objectives of the redesign is to differentiate the LeoVegas Group corporate identity from its consumer-facing LeoVegas brand for the first time. The aim is to better reflect the company’s growth and increasing complexity as a business.
The refreshed identity also seeks to bring the operator closer to its owner brand MGM Resorts International, reflecting its position as the digital arm of MGM and its role in driving growth in iGaming.
The update introduces a redesigned visual system that includes an expanded colour palette, updated typography and an enhanced version of the recognisable lion logo.
The company states that the refresh reflects its evolution since its founding in 2011. Since then, LeoVegas Group has expanded significantly, now employing nearly 2,000 people, operating in 10 licensed markets and managing nine brands.
LeoVegas Group CEO Mattias Wedar stated: “This refresh is a natural evolution for LeoVegas Group. We’ve been growing fast for quite some time and sometimes you realise you just need to grow up.”
Rikard Rinaldo, Director of Corporate Communications added: “It was important for LeoVegas Group to have its own identity. At the same time, there is a clear connection to MGM. Being part of something bigger but still staying true to who we are.”
Last month, LeoVegas Group launched its proprietary sportsbook platform – Tiger – on BetMGM in Sweden, representing the next phase of the operator’s international sportsbook rollout.
BetMGM reported its Q1 2025 financial results on 15 April, including a net revenue figure of $696m, which represents a 6% rise year-on-year as iGaming managed to outshine both sports betting and retail
