Major mobile casino gaming brand LeoVegas has revealed that it will soon combine a number of its recently acquired iGaming assets under a single umbrella brand. The mobile gaming giant has selected the brand name ‘Rocket X’ for these assets, according to a recent statement by its spokespeople.
The new branding move will apply to all the assets previously owned by Intellectual Property & Software Limited (IPS), as well as the related assets of two other firms as well. These companies were recently acquired in purchase deals by LeoVegas, who has now taken over popular online and mobile casino domains like SlotBoss, BetUK, UKCasino, and 21.co.uk.
IPS Assets Merged Under New Brand
At the start of January this year, LeoVegas gave its approval to a deal that saw it purchasing IPS and all of its assets from the other companies mentioned above. IPS was purchased for a consideration of $89.6 million, according to a later statement from the mobile casino operator.
In this statement, LeoVegas added that the move would further strengthen its growing presence in the regulated UK iGaming market, as well as its overall foothold in the mobile casino sector. The firm added that since LeoVegas was established, it has been striving to achieve a ‘global brand strategy’ that has been proving remarkably successful.
Spokespeople for the firm also noted that in larger online and mobile gaming markets, LeoVegas’ two global casino brands can be supported with a local, multi-branded approach. While the firm has owned and operated its own LeoVegas casino brand since its inception, Royal Panda was acquired by the firm more recently in an extremely lucrative takeover deal late last year.
Player Acquisition Plans Revealed
The mobile casino operator’s statement also noted that the UK is a large and well-established market that warrants the firm’s working alongside several major brands. The aim is that these brands will attract a variety of different customer types, thereby strengthening LeoVegas’ position across a variety of casino gaming-related markets in Britain and beyond.
According to the firm, Rocket X now has a strategy that mainly focuses on digital and ‘data driven’ player acquisitions, in line with the rise of mobile gaming in regulated markets. LeoVegas considers this to be one of the industry’s most effective player acquisition models, although it remains to be seen just how effective it is in propelling LeoVegas to the top of the iGaming market.