On Wednesday, LeoVegas introduced its proprietary sportsbook, Tiger, into the UK market, launching it across three significant brands: BetMGM, LeoVegas, and BetUK. This rollout in the UK follows prior launches of Tiger in Denmark, Brazil, and Sweden, marking an important milestone in LeoVegas's two-year effort to develop its own sportsbook, which is powered by the Tipico US platform acquired in 2024.
Tiger is designed with customer-friendly features that LeoVegas believes set it apart from competitors. These features include enhanced odds boosts, a partial cash-out option, and a unique “flex combi” product that offers bettors more flexible combination betting choices.
Having a proprietary sportsbook platform enables LeoVegas to innovate more rapidly and adapt efficiently, thereby creating a solid 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," said Adrian Vella, Chief Product and Technology Officer at LeoVegas Group, regarding the launch.
LeoVegas first launched its in-house sportsbook in Denmark last year. Following the announcement of the Tipico US deal, MGM Resorts International, LeoVegas's parent company, indicated that this acquisition would allow LeoVegas Group to operate a tailored proprietary sportsbook globally, excluding markets tied to the US BetMGM joint venture with Entain.
James Derbyshire, Sports Director UK & Ireland at LeoVegas Group, expressed his enthusiasm: "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."
As a part of the acquisition of Tipico US, LeoVegas also obtained its management and trading teams, a move described as a major opportunity for LeoVegas and MGM Resorts, allowing them to significantly accelerate their control over their technology stack compared to building these capabilities from scratch. An equities analyst stated that this development would strengthen their position in emerging markets like Brazil.
However, the integration has reportedly faced delays. Over a year has passed since the system's debut in Denmark, its first market. In July of the previous year, Vella mentioned that the team was implementing a phased rollout, following a structured sequence to ensure a smooth transition, thorough testing, confidence in regulatory compliance, and a focus on optimizing the player experience.
