LeoVegas Ventures into Esports Betting with Pixel.bet

Reading Time: 2 minutes

Mobile casino specialist LeoVegas, through its wholly-owned investment company LeoVentures Ltd., has recently made its debut into the esports betting market. This move was officiated last Thursday when the Stockholm-listed LeoVegas announced that its LeoVenture’s arm had purchased a 51 percent stake in the Malta-based esports betting platform Pixel.bet for a whopping €1.5m payable through issued shares. The acquisition deal is expected to close in in the current quarter of the year through a new share issue.

The gambling industry has been rather laid back when it comes to esports betting, only making tentative forays into the space but this is beginning to change thanks to the explosive growth of esports in terms of attendance, viewership, sponsorships, and media coverage. These developments have pushed more gambling operators or at least consider the possibility.

“Esports is an international and fast-growing area that engages millions of viewers and players every month. With this investment in Pixel.bet we as a Group will gain a unique insight into a new and fast-growing segment,” commented Gustaf Hagman, the LeoVegas’ Group CEO and co-founder of LeoVegas Mobile Gaming Group.

This is a huge step forward for esports betting and even though Pixel.bet will initially not have a significant effect on the LeoVegas Group’s revenue or financial standing, the acquisition is expected to pay off decently in the long run.

“In Pixel.bet we have found a passionate team of entrepreneurs who come from the esports community,” Robin Ramm-Ericson, Managing Director of LeoVentures and co-founder of LeoVegas Mobile Gaming Group, said. “With its strong technology and mobile-first gaming experience, Pixel.bet is a perfect match for the LeoVegas Mobile Gaming Group. Together we will drive development for the absolute premier experience in esports betting.”

The Pixel Holding Group has confirmed via its Pixel.bet entity that it is now ready to embark on a new phase of operations that will primarily be about “gearing up for a broader launch of its business”. Sweden and the Nordics are reportedly the initial focus markets for the company though it is still eying further international growth.

“We love esports. And we love betting. We want to create value for enthusiasts and add something truly extra to our community. Pixel.bet is, for example, the first to offer log-in with mobile BankID and instant withdrawals. In LeoVentures we have now found a unique partner and investor that understands and shares our passion,” stated Eirik Kristiansen, CEO of Pixel.bet.