LeoVegas Group has introduced its proprietary sportsbook in Denmark under the LeoVegas and Expekt brands, highlighting its shift toward in-house platforms. This launch comes on the heels of LeoVegas Group's acquisition of Tipico Group's US sportsbook and online casino platforms last year.
When the acquisition was revealed, MGM Resorts International, LeoVegas Group's parent company, stated that it would enable LeoVegas to operate a purpose-built proprietary sportsbook across all international markets and brands, except for those tied to the BetMGM joint venture with Entain.
In a recent development, LeoVegas extended its turnkey sportsbook agreement with Kambi, leading to speculation regarding the transition to LeoVegas’ in-house platform. This current deal is set to expire at the end of 2027.
In February, Bill Hornbuckle, CEO and President of MGM Resorts International, confirmed that LeoVegas’ in-house platform would launch in its core markets this month, with full integration of the sportsbook's features expected to be complete by the end of the first half of the year.
According to LeoVegas Group, the new sportsbook promises a modern design, a faster interface, substantial improvements in live betting, and an innovative bonus experience. It will include options for partial cash-out and provide advanced parlay functionalities for bet builders. Users can expect higher bet acceptance rates, simpler bet placements, enhanced navigation and search capabilities, along with faster loading times.
Incoming CEO of LeoVegas Group, Mattias Wedar, emphasized that Denmark represents a significant milestone in their international expansion plan. He stated that this rollout aligns with their schedule to extend their sportsbook presence into more countries and brands while continuously improving through leading proprietary products and technology.
Wedar's strategy will focus on the in-house sportsbook rollout, which follows the announcement of LeoVegas founder Gustaf Hagman's resignation as CEO after 14 years in leadership.
The Expekt brand has been a part of LeoVegas since the 2021 acquisition from Betclic Group for €5 million ($6 million), a fraction of the €125 million Betclic paid in 2009. Expekt re-entered the Danish market in 2023 after a decade-long absence, with its Swedish relaunch occurring in 2022.
