On Wednesday, LeoVegas launched its in-house sportsbook Tiger in the UK market across three of its key brands: BetMGM, LeoVegas and BetUK.
The UK debut follows previous Tiger rollouts in Denmark, Brazil and Sweden, marking the latest development in LeoVegas’s two-year initiative to its proprietary sportsbook, powered by the Tipico US platform it acquired in 2024.
The operator said Tiger offers several customer-focused features it believes are key differentiators including enhanced odds boosts, a partial cash-out option and a “flex combi” product designed to provide bettors with more flexible combination betting options.
Having its own sportsbook platform has allowed for faster innovation and greater adaptability, providing a strong foundation for sustained strategic growth, it added.
‘Significant moments in our two-year journey’
“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,” Adrian Vella, chief product and technology officer at LeoVegas Group, said of the launch.
LeoVegas’ launched its in-house sportsbook in Denmark last year. When the deal was announced, LeoVegas Group’s parent company MGM Resorts International said it would allow LeoVegas Group to operate a purpose-built proprietary sportsbook across all international markets and brands, with the exception of those exclusive to the US BetMGM joint venture with Entain.
James Derbyshire, sports director UK & Ireland at LeoVegas Group, added: “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.”
The Tipico acquisition
As part of the Tipico US acquisition, LeoVegas acquired its management and trading teams. The deal was a huge opportunity for LeoVegas and parent MGM Resorts to “drastically shorten the timeline to LeoVegas gaining control over their tech stack, compared to developing these capabilities in-house” an equities analyst told iGB at the time of the acquisition.
“It should improve their ability to have a strong start out of the gates in emerging markets such as Brazil.”
But the integration was rumoured to have been delayed. It has been over a year since the new sportsbook was launched in Denmark, its first market in the roll out.
Speaking to iGB in July last year, Vella said the team was “executing on a phased roll out [which] follows a planned sequence that allows us to ensure a seamless transition, rigorous testing, strong confidence in meeting regulatory obligations and continued focus on optimising the player experience”.
Kathryn Evans
Kathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.
Original article: https://igamingbusiness.com/sports-betting/leovegas-launches-in-house-sportsbook-tiger-in-uk/
