LeoVegas Group Takes Bold Step with Proprietary Sportsbook Launch in Denmark
LeoVegas Group has made a notable move by rolling out its own sportsbook in Denmark under its LeoVegas and Expekt brands, signaling a clear shift towards developing in-house platforms.
This initiative comes on the heels of last year’s acquisition of Tipico Group’s US sportsbook and online casino operations. The purchase aligns with LeoVegas’ goal to establish a customized sportsbook that can function across various international markets, except those tied to the BetMGM partnership with Entain.
Continuing Partnership with Kambi
Recently, LeoVegas opted to extend its partnership with Kambi for their turnkey sportsbook services, sparking conversations about the future of their in-house platform development. While this agreement is valid until 2027, the company is focused on gradual integration.
MGM Resorts International’s CEO, Bill Hornbuckle, announced earlier this year that LeoVegas plans to unveil its in-house sportsbook in key markets by February, with the full functionality slated for completion by mid-year.
The new sportsbook promises a modern aesthetic, enhanced interface, and notable improvements in live betting, along with a fresh bonus experience. Features include partial cash-out options and advanced parlay functionalities, aimed at increasing bet acceptance rates and streamlining user experiences through quicker navigation and loading times.
Mattias Wedar, the new CEO of LeoVegas Group, commented, “Denmark represents the first step in our strategy to broaden our sportsbook offerings internationally. We are committed to enhancing our capabilities with advanced proprietary products and technology as we enter new regions.”
This development of an in-house sportsbook is a crucial part of Wedar’s vision, especially following the announcement of founder Gustaf Hagman stepping down after 14 years of leadership.
Reinvigorating Expekt’s Nordic Footprint
In a strategic move, LeoVegas acquired the Nordic-focused brand Expekt from Betclic Group for €5 million in 2021, a stark contrast to the €125 million investment made by Betclic for Expekt in 2009. The reintroduction of Expekt to the Danish market in 2023 is part of a broader revival, having already made its comeback in Sweden the previous year.
Overall, LeoVegas’ recent actions highlight a clear commitment to innovation and proprietary development in the competitive landscape of sports betting.