LeoVegas launches proprietary sportsbook platform in Denmark

LeoVegas Group has launched its own sportsbook platform in Denmark under the LeoVegas and Expekt brands, marking a key step in its shift to in-house technology.

The launch follows LeoVegas’ acquisition of Tipico Group’s U.S. sportsbook and online casino assets last year. Parent company MGM Resorts International said the deal would enable LeoVegas to operate its own sportsbook globally, excluding markets served by the BetMGM joint venture with Entain.

Despite this move, LeoVegas recently extended its sportsbook deal with services provider Kambi until the end of 2027, raising questions about the pace of the transition.

MGM Resorts CEO and President Bill Hornbuckle previously confirmed in February that the new in-house sportsbook would launch in key markets by the first half of 2025. The company said the new sportsbook offers faster performance, improved live betting, and better bonus features. It also includes partial cash-out, enhanced bet builders, and faster navigation.

“Denmark marks the first milestone in our international rollout plan, which is following its set schedule, to expand our sportsbook presence into more countries and brands while continuously enhancing its capabilities through leading proprietary products and technology,” Mattias Wedar, incoming CEO of LeoVegas Group, said.

The launch also comes amid leadership changes. Founder and CEO Gustaf Hagman is stepping down after 14 years. Wedar will lead the next phase of growth focused on proprietary products.

LeoVegas bought the Expekt brand from Betclic for €5 million (US$5.82 million) in 2021. Expekt returned to Denmark in 2023 after a 10-year break, following a Swedish relaunch in 2022.