• LeoVegas acquired Expekt for €5 million
• Part of “strategic broadening” of operations, stronger focus on sports betting
• Expekt migrated to LeoVegas’ proprietary tech platform, Rhino

LeoVegas has finalised its €5 million acquisition of the prominent Expekt brand and intends to relaunch it as a modern sports betting platform.

The new Expekt site will operate in the regulated Swedish market, and it’s unclear when it will open to new territories, although it is certainly the intention to expand.

LeoVegas first confirmed its acquisition intentions back in March and has already migrated the Expekt assets to its proprietary Rhino platform, which runs all of the LeoVegas brands.

Existing (new and old) customers will still be able to use the new Expekt site and enjoy what is claimed to be the “ultimate sports betting experience”.

LeoVegas CEO Gustaf Hagman 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 award-winning 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.”

The purchase of Expekt was from the Betclic Group and included all the assets.

Expekt down the years

At one point Expekt, which was headquartered in Malta, employing 150 people, had 1.8 million registered customers and was available in 23 languages.

The company was founded in 1999 and was, therefore, one of the pioneering online sports betting operators in Europe. The main markets prior to the LeoVegas acquisition were the Nordics and Poland.

In 2008, it was reported that Mangas Gaming purchased Expekt for €125m.