LeoVegas SVP: Proprietary Tech Key to Sustainable Sportsbook Growth in 2026

LeoVegas is sharpening its focus on proprietary sportsbook technology to deliver a "superior product experience" amid growing regulatory and tax hurdles. According to Andre Zammit, Senior Vice President of Sportsbook, direct control of technology and trading allows the company to optimise margins while meeting evolving player and market requirements, as seen with the rollout of the Tiger platform in the United Kingdom.

How the LeoVegas sportsbook product has evolved

Andre Zammit describes a dramatic transformation in sports betting products over the past two decades. Where sportsbooks were once transactional utilities, they are now full engagement platforms driven by algorithms and tailored content. This evolution encompasses:

• Real-time trading ecosystems aimed at speed and personalisation
• The shift from desktop to mobile-first access
• The introduction of micro-betting markets, bet builders, and player props

Zammit notes that operators must now prioritise user retention and seamless digital journeys, balancing operational risk with innovation at every touchpoint.

Lessons from the World Cup and multi-jurisdictional operations

For LeoVegas, the period following a major event like the World Cup serves as a practical test for both product and operational strategy. The company observed that high-profile tournaments not only stress-test its proprietary platform but also act as a significant user acquisition mechanism. Zammit identifies the main learnings:

• Adapting pricing and risk management to the regulatory and behavioural nuances of each market
• Enhancing the conversion of tournament-first bettors into active domestic league participants
• Deploying cross-regional strategies for user retention and engagement

Although it is too early for definitive results, early data suggests increased conversion rates from international tournament betting to regular domestic activity across key jurisdictions.

Drivers of sportsbook growth and user conversion

Three operational pillars underpin LeoVegas’s ability to retain and grow its betting user base:

1. Customer-First Operations: Streamlining onboarding, simplifying instant payouts, and developing intuitive user experiences to reduce friction.
2. In-House Technology: Full ownership of the core trading and platform stack allows rapid development, pricing agility, and tailored product enhancements based on user feedback.
3. Advanced KPI Tracking: Moving beyond "vanity metrics" to focus on deeply integrated key performance indicators, enabling precise optimisation of user journeys in real time.

These factors, Zammit argues, are key in differentiating LeoVegas and ensuring sustained user engagement, rather than relying heavily on promotions or bonuses that can erode margins.

Impact of prediction markets and regulatory adaptation

The rise of prediction markets presents both a challenge and an opportunity. Zammit sees these markets as valuable sources of real-time data, offering insights into crowd consensus and market efficiency. LeoVegas leverages this information to fine-tune its own pricing algorithms and maintain robust risk controls, thereby staying ahead in highly competitive and regulated environments.

On the regulatory front, Zammit acknowledges increased complexity but asserts that the solution is not to cut player value or profitability. Instead, by consolidating in-house control of technology infrastructure and focusing on product quality, LeoVegas claims to deliver value to both the player (through better pricing and features) and the business (via lower costs and sustainable margins).

LeoVegas Tiger platform launch in the UK: strategic implications

Zammit describes the UK activation of LeoVegas’s Tiger sportsbook platform as a landmark for the company. The UK market, renowned for its intensity and regulatory scrutiny, has now been moved onto LeoVegas’s proprietary stack:

• Operational Independence: End-to-end ownership permits immediate deployment of features and UX tailored to the UK audience, informed by player feedback.
• Cost Efficiency: Reduced reliance on third-party platforms enables direct cost savings, supporting margin improvement.
• Localised Risk and Pricing: Integrating trading operations allows for granular risk management and competitive in-play liquidity for domestic sports.

This infrastructure, Zammit says, sets a foundation for sustainable growth and enhanced responsiveness to compliance or market-driven requirements.

Balancing innovation, compliance, and profitability in sports betting

Maintaining sportsbook profitability in high-tax, tightly regulated landscapes is more difficult, according to Zammit, but sustainable success lies in driving product-led retention rather than heavy discounting. Key strategies include:

• In-house development of innovative features such as bet builders and personalisation engines
• Data-driven decision making on pricing, user experience, and promotions
• Cost management through technology ownership, limiting exposure to third-party vendor fees

These approaches aim to ensure the sportsbook remains competitive for recreational and experienced bettors alike.

Industry themes and the SBC Summit outlook

Looking ahead to the upcoming SBC Summit, Zammit identifies two priorities for LeoVegas: benchmarking against peers and collaborating with key technology and data partners. He expects the critical themes for 2026 to include:

• The comparative merits of in-house technology versus third-party provider models
• The operational impact of real-time data sources, including prediction markets and artificial intelligence, on sportsbook pricing
• Building product-driven retention models in high-tax, highly regulated markets

LeoVegas will use the event to share insights and gather intelligence from other operators, technology partners, and industry stakeholders as the sports betting sector continues to adapt to shifting consumer expectations and compliance demands. Discussion of trading strategy and risk management will also feature in dedicated sessions, such as the Sportsbook Trading Masterclass at SBC Summit Lisbon.