On Wednesday, LeoVegas announced the launch of its proprietary sportsbook called Tiger in the UK, now operational across three of its key brands: BetMGM, LeoVegas, and BetUK.
This launch comes on the heels of Tiger's previous introductions in Denmark, Brazil, and Sweden, marking another significant milestone in LeoVegas’s two-year effort to develop its own sportsbook. This initiative is underpinned by the Tipico US platform, which the company acquired in 2024.
Tiger is designed to enhance the user experience with features that include enhanced odds boosts, a partial cash-out option, and a "flex combi" product, aimed at offering better combination betting flexibility.
The establishment of this in-house sportsbook is said to foster quicker innovation and increased adaptability, setting a solid groundwork for ongoing strategic expansion.
Adrian Vella, chief product and technology officer at LeoVegas Group, described this launch as one of the most significant achievements in their two-year journey toward building a world-class sportsbook. He emphasized how each market launch has improved the platform, customer experience, and competitive advantages.
LeoVegas initially introduced its sportsbook in Denmark last year. The acquisition of the Tipico US platform allowed the group, under MGM Resorts International, to operate its proprietary sportsbook across international markets and brands, excluding those involved in the US BetMGM partnership with Entain.
James Derbyshire, sports director UK & Ireland at LeoVegas Group, noted that launching Tiger in the UK represents a monumental achievement for the group. He expressed enthusiasm about customers experiencing the product and using innovative sports betting features tailored for the UK market.
Regarding the Tipico acquisition, LeoVegas not only acquired the management and trading teams but also significantly cut down the timeline needed to gain control over its tech capabilities, compared to developing those in-house, according to an equities analyst at the time of the purchase. This strategic move was seen as a way to boost LeoVegas’s presence in emerging markets like Brazil.
Despite anticipation, the integration process faced delays, with more than a year passing since the Denmark launch. Vella previously stated that the rollout strategy involves a phased approach, ensuring a seamless transition, thorough testing, and adherence to regulatory requirements while focusing on enhancing the player experience.
