LeoVegas has officially introduced its in-house sportsbook, Tiger, to the UK market, making its debut across three core brands: BetMGM, LeoVegas, and BetUK. This launch in the UK follows prior rollouts of the Tiger sportsbook in Denmark, Brazil, and Sweden, marking another step in LeoVegas’s two-year effort to develop its proprietary sportsbook. This initiative is supported by the Tipico US platform that LeoVegas acquired in 2024.
According to the company, Tiger is equipped with several customer-centric features that set it apart, including enhanced odds boosts, a partial cash-out option, and a ‘flex combi’ product that offers more versatile combination betting features. Having established its own sportsbook platform has allowed LeoVegas to drive faster innovation and enhance adaptability, providing a solid foundation for ongoing strategic growth.
Adrian Vella, the chief product and technology officer at LeoVegas Group, commented on the launch, stating, "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."
The in-house sportsbook seen in this launch began its journey when it was first launched in Denmark last year. When it was announced, MGM Resorts International, the parent company of LeoVegas Group, stated that this acquisition would empower LeoVegas to operate a tailor-made proprietary sportsbook across all international markets and brands, except for those linked to the US BetMGM joint venture with Entain.
James Derbyshire, the sports director for the UK and Ireland at LeoVegas Group, expressed his enthusiasm for the UK launch, calling it a significant milestone for the group. He acknowledged the competitive nature of the UK iGaming market and expressed excitement about customers experiencing the product and the engaging new sports betting features tailored for this audience.
As part of the Tipico US acquisition, LeoVegas brought on board its management and trading teams. This move was described as a crucial opportunity for LeoVegas and MGM Resorts to "drastically shorten the timeline for LeoVegas to control their tech stack" compared to building these capabilities from scratch, as noted by an equities analyst at the time of the acquisition.
The analyst further added that this acquisition should enhance LeoVegas’s ability to successfully enter emerging markets like Brazil. Despite this strong start, there were rumors of delays in the integration. It has been over a year since the Tiger sportsbook’s first rollout in Denmark. In a conversation with iGB in July of last year, Vella indicated that the rollout was being executed in stages, aimed at ensuring a smooth transition, rigorous testing, compliance with regulatory requirements, and ongoing optimization of the player experience.
