LeoVegas has completed the acquisition of Expekt and will launch the company as a new sports betting brand called ‘anew.'
LeoVegas says the new brand will offer an improved gaming experience and is being launched under a different and new marketing concept.
Expekt was recently acquired by LeoVegas for a total price of €5m ($6m), which included the company’s entire assets.
Now the acquisition has been offically completed and allowed the gaming operator to rebrand Expekt and relaunch the company.
In the announcement, LeoVegas added that the acquisition of Expekt and launch of the brand is part of the “strategic broadening” of its operations, and stronger focus on sports betting.
The new Expekt will originally be launched in the Swedish market and new or old customers will be able to interact with the modern sports betting brand.
Gustaf Hagman, LeoVegas Group CEO, said: “It’s incredibly exciting for us as we launch the new Expekt today.
“The timing couldn’t be better with the eventful years in sport that we have in front of us. By running Expekt on our technical platform starting from today, customers will be able to partake in our gaming experience, both for sports betting and casino.
“Expekt will once again be a leading sports betting brand in Sweden and the Nordic countries, and that work starts today.”
As part of the acquisition and rebranding, Expekt has been migrated to LeoVegas’ proprietary technical platform, Rhino.
Rhino will also be used for LeoVegas' US launch, having recently partnered with Caesars Entertainment.