LeoVegas has announced the launch of its Expekt brand in Sweden ahead of the World Cup, with the operator’s proprietary Tiger sportsbook platform powering the offering.
Announcing the launch on LinkedIn, the operator stated: “As we gear up for the World Cup, sports fans across Sweden can look forward to a summer filled with a superior user experience, innovative features, a fantastic BetBuilder, and much more!”
The move follows the recent rollout of the Tiger sportsbook across LeoVegas Group brands GoGoCasino and BetMGM in Sweden over the past few weeks.
In April, LeoVegas Group’s GoGoCasino brand was granted a betting licence by the Swedish Gambling Authority. The launch, powered by Tiger, marked the debut of the group’s proprietary sportsbook platform in the Swedish market.
Operators worldwide are increasingly tailoring their offerings and marketing strategies around the upcoming World Cup.
Bragg Gaming Group expanded its existing partnership with Belgian operator 711 to include a new online sportsbook launch timed ahead of the 2026 FIFA World Cup.
Meanwhile, German operator Tipico will offer live streams of all 2026 World Cup matches on its betting website and app, although with restrictions. The operator is set to become the first and only sports betting provider in Germany to stream World Cup matches.
ComeOn Group, operator of the ComeOn! brand, launched a new television campaign ahead of the tournament featuring Emmy-winning actor Jeremy Piven. The campaign is running simultaneously across Sweden, Denmark and Ontario.
Superbet has outlined its 2026 FIFA World Cup activation plans for Brazil and the United States, with 35% of the operator’s annual investment concentrated across June and July. The strategy includes TV Globo sponsorships, live events and fan hubs in the US.
Elsewhere, Betano has expanded its partnership with FIFA by becoming an official tournament supporter for the 2026 FIFA World Cup across Europe and South America, marking the third collaboration between the two organisations.
Recently Bet365 confirmed to Global Gaming Insider that selected bet builder markets will now extend into Extra Time for the Champions League Final and throughout the World Cup.
LeoVegas Group recently unveiled a refreshed corporate brand identity, signalling a strategic repositioning as it continues to scale across regulated markets
