Trust is the defining characteristic of the international BetMGM brand rollout, LeoVegas CEO Gustaf Hagman tells the new edition of SBC Leaders magazine.

The cover feature of issue 34, published today, sees Hagman discussing life at LeoVegas following its acquisition by MGM Resorts two-and-a-half years ago. 

Since the takeover, the Swedish operator has doubled the size of its workforce and taken on what its co-founder regards as exciting projects, meaning he continues to be enthusiastic about the relationship with the MGM team.

“The trust that they put in our hands to launch BetMGM globally. I mean, that’s massive. And that’s reflected in the number of new employees,” he says.

As well as tackling the job of taking the “powerful” BetMGM brand to European territories, Hagman’s team also has a key role in its launch in the newly-regulated Brazilian market.

“It’s a little bit of a new set-up for us,” admits Hagman. “Because it is a joint venture between MGM and Globo that operates it, and we’re providing the technology, product etc.”

Elsewhere in issue 34, Zsófia Bánhegyi, Chief Commercial Officer of Hungarian Lottery Szerencsejáték, discusses the company’s approach to modernisation as it attempts to see off competition from unlicensed operators targeting the country.

It has launched an affiliate network and rolled out state-of-the-art sportsbook technology, but Bánhegyi believes those kind things are simpler to change than entrenched attitudes.

“Perhaps the most challenging aspect for my company was not even initiating player-centered developments,” she says. “But rather changing the old, monopolistic corporate mindset and expanding our outlook to the global world.”

The magazine also features an interview with Gamstop CEO Fiona Palmer about the need for collaboration across the industry on player protection, while LiveScore Group’s Director of Regulatory Compliance Monika Naydenova outlines how to 

avoid alienating customers with affordability checks, and Kambi CEO Werner Becher discusses the sports betting landscape in light of advances in technology. 

In addition to interviews, there are issues-focused deep dives about topics including how to combat the growing black market, the future of live casino and the impact of the EU Digital ID framework on operators. 

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