Swedish mobile casino operator LeoVegas is about to embark on a major, multi-million pound sterling marketing campaign in partnership with UK tabloid newspapers The Sun and The Mirror.

The campaign will be managed by the mobile marketing specialist Somo, with expectations that it will position LeoVegas at the top end of the competitive mobile gambling market segment in Britain.

LeoVegas chief exec Johan Styren says the company intends to broaden its Nordic market success by penetrating the UK market, promoting the mobile channel through the expertise of LeoVegas managers like former Virgin Games exec Joshua Morris and Shenaly Amin, who was previously affiliate manager at GameAccount.