On Wednesday, LeoVegas unveiled its in-house sportsbook, Tiger, in the UK market, available through its three significant brands: BetMGM, LeoVegas, and BetUK.
This launch marks the latest step in LeoVegas's two-year effort to develop its proprietary sportsbook, following earlier rollouts in Denmark, Brazil, and Sweden. The sportsbook is supported by the Tipico US platform, which LeoVegas acquired in 2024.
Tiger is designed with several customer-focused features that differentiate it in the competitive landscape. These include enhanced odds boosts, a partial cash-out option, and a "flex combi" product, which offers more versatile combination betting options to bettors.
Having developed its own sportsbook platform has enabled LeoVegas to innovate quickly and adapt more effectively, laying a solid foundation for ongoing strategic growth.
Adrian Vella, chief product and technology officer at LeoVegas Group, described the launch as one of the most significant moments in their development journey. He noted, "Every market launch has helped us refine the platform, improve the customer experience and strengthen our competitive edge."
LeoVegas introduced its proprietary sportsbook in Denmark last year. The acquisition of Tipico US allowed LeoVegas Group’s parent company, MGM Resorts International, to operate a tailor-made proprietary sportsbook across all international markets and brands, excluding those related to the US BetMGM joint venture with Entain.
James Derbyshire, sports director for UK and Ireland at LeoVegas Group, emphasized the importance of this launch, stating that entering the UK market—a highly competitive iGaming landscape—will enable customers to enjoy new sports betting features specifically designed for them.
As part of the Tipico acquisition, LeoVegas also took over its management and trading teams, which was seen as a key opportunity for both LeoVegas and MGM Resorts. It was expected to expedite LeoVegas's control over its technology, which would be advantageous in emerging markets such as Brazil.
However, reports indicated that the integration timeline had faced delays, considering it has been over a year since the initial launch in Denmark. Vella previously indicated that the rollout is phased to guarantee a smooth transition, thorough testing, compliance with regulations, and a continuous focus on enhancing the player experience.
