On Wednesday, LeoVegas launched its proprietary sportsbook, Tiger, in the UK, expanding its offerings across three of its key brands: BetMGM, LeoVegas, and BetUK.
This launch follows Tiger's recent introductions in Denmark, Brazil, and Sweden, as part of LeoVegas’s two-year initiative focused on developing its in-house sportsbook, which is powered by the Tipico US platform acquired in 2024.
The new sportsbook is designed with several customer-centric features, including enhanced odds boosts, a partial cash-out option, and a flexible combination betting product dubbed "flex combi." These innovations aim to create a distinct user experience.
Establishing an in-house sportsbook has enabled LeoVegas to innovate rapidly and adapt to market demands, laying a strong foundation for future growth.
Adrian Vella, LeoVegas Group’s chief product and technology officer, described the debut as a significant moment in their ongoing journey to create a world-class sportsbook. "Every market launch has helped us refine the platform, improve the customer experience, and strengthen our competitive edge," he stated.
The sportsbook made its initial debut in Denmark last year, and when the acquisition of Tipico US was announced, LeoVegas Group’s parent company, MGM Resorts International, highlighted the deal's potential for LeoVegas to roll out a purpose-built proprietary sportsbook across its international markets, with exceptions for its US BetMGM joint venture with Entain.
James Derbyshire, sports director for the UK and Ireland at LeoVegas Group, emphasized the UK's competitive iGaming market, noting, "Launching our proprietary sportsbook, Tiger, in the UK is another huge milestone for the group. 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."
In the acquisition of Tipico US, LeoVegas also integrated its management and trading teams. An equities analyst described this as a significant opportunity for LeoVegas and MGM Resorts, noting it greatly reduced the timeframe for LeoVegas to gain control over its technological capabilities compared to developing them internally, which would enhance their entry into emerging markets like Brazil.
Despite the positive outlook, integration appeared to have faced delays. More than a year has passed since the initial launch in Denmark. Speaking with iGB last July, Vella outlined the approach as a phased rollout, emphasizing a planned sequence to ensure a smooth transition, rigorous testing, compliance with regulatory obligations, and a strong focus on optimizing the player experience.
