Online casino and affiliate operator LeoVegas AB is to unite a number of recently acquired assets under the new ‘Rocket X’ brand.
The move applies to the assets of Intellectual Property & Software Limited (IPS) and related assets from two other companies, including brands such as 21.co.uk, Slotboss, BetUK and UKCasino.
In January, LeoVegas agreed a deal to purchase IPS and related assets from the other companies for £65 million.
LeoVegas said that the move will “further strengthen” its presence in the UK and its overall position in the mobile gaming sector.
“Since its start, LeoVegas has pursued a global brand strategy that is very successful,” LeoVegas added in a statement.
“In larger markets the group’s two global brands, LeoVegas and Royal Panda, can be complemented with a local, multi brand strategy.
“The UK is such a large and mature market that it warrants working with several brands that attract various types of customers.
“Rocket X has a strategy that focuses on digital and data-driven customer acquisition and thereby has one of the market’s most effective customer acquisition models.”
Back in December, LeoVegas announced that it will only be offering its services to a small number of affiliates in the UK, amidst regulatory changes. The decision was made to limit its services as a response to a number of recent announcements made by the Gambling Commission regarding market updates.
The firm also withdrew its services from the Australian market in response to new gambling regulations a couple of months prior to this.