Mobile casino operator LeoVegas has officially launched its new BetUK brand, the company’s first operation that hails sports betting as its primary focus.

On Wednesday, LeoVegas announced the formal relaunch of its new BetUK betting brand, which the company acquired – along with 21co.uk and other online casino brands – in January from Intellectual Property & Software Ltd (IPS) for £65m.

Leovegas CEO Gustaf Hagman said his company adheres to a “successful global brand strategy” that, under the right circumstances can be “complemented with a local multi-brand strategy.” Hagman said the UK market is “very large and mature, which creates scope to work with more brands that attract different types of customers.”

In July, LeoVegas announced a deal with sports betting solutions provider SBTech to power BetUK’s revamped sportsbook. BetUK recently made news as the new shirt sponsor of footballers Swansea City AFC, which will further elevate the brand’s profile.