On Wednesday, LeoVegas introduced its in-house sportsbook, Tiger, to the UK market, available through its key brands: BetMGM, LeoVegas, and BetUK. This launch follows earlier rollouts of Tiger in Denmark, Brazil, and Sweden, continuing LeoVegas's two-year effort to develop its proprietary sportsbook, which is powered by the Tipico US platform the company acquired in 2024.
Tiger is designed with customer-focused features that LeoVegas believes set it apart, such as enhanced odds boosts, a partial cash-out option, and a "flex combi" product that offers bettors increased flexibility in combination betting. The company noted that having its own sportsbook platform enables quicker innovation and adaptability, laying a strong foundation for ongoing strategic growth.
“This marks one of the most significant moments in our two-year journey to build a world-class, proprietary sportsbook. Every market launch has helped us refine the platform, improve the customer experience and strengthen our competitive edge,” stated Adrian Vella, chief product and technology officer at LeoVegas Group.
LeoVegas previously launched its in-house sportsbook in Denmark last year. When the deal was announced, MGM Resorts International, LeoVegas Group's parent company, emphasized that this acquisition would allow LeoVegas to operate a tailored proprietary sportsbook across all its international markets and brands, excluding those related to the US BetMGM joint venture with Entain.
James Derbyshire, sports director for the UK and Ireland at LeoVegas Group, remarked, “Launching our proprietary sportsbook, Tiger, in the UK is another huge milestone for the group. As one of the most competitive igaming markets in the world, I’m excited to see our customers enjoy the product and engage with some fantastic new sports betting features tailored specifically for the UK market.”
The acquisition of Tipico US included its management and trading teams, presenting a significant opportunity for LeoVegas and MGM Resorts to expedite control over their technology stack, ultimately speeding up their entry into emerging markets like Brazil.
However, integration delays have been rumored, as it has been over a year since Tiger's debut in Denmark. In July of last year, Vella indicated that the team was executing a phased roll out to ensure a seamless transition, rigorous testing, and strong confidence in meeting all regulatory obligations, while also focusing on optimizing the player experience.
