LeoVegas launches its Tiger sportsbook in the UK

LeoVegas has introduced its internal sportsbook, Tiger, in the UK market through its key brands: BetMGM, LeoVegas, and BetUK. This launch follows previous ones in Denmark, Brazil, and Sweden, and is part of a two-year initiative by LeoVegas to develop its own betting platform, propelled by the Tipico US system acquired in 2024.

The company has highlighted several innovative features of Tiger, including odds enhancements, partial cash-out options, and the "flex combi" product that allows greater flexibility in combined betting. Having its own betting platform has allowed LeoVegas to foster greater innovation and adaptability, solidifying its long-term strategic growth.

Innovation and Strategic Growth

"This marks one of the most significant moments in our two-year journey to create a world-class proprietary sportsbook," stated Adrian Vella, Chief Product and Technology Officer of LeoVegas Group, regarding the launch. Each market entry has enhanced the platform, optimized the customer experience, and strengthened our competitive advantage.

The initial launch of LeoVegas's in-house sportsbook took place last year in Denmark. MGM Resorts International, the parent company of LeoVegas Group, announced that this would enable the operation of a proprietary sportsbook across all international markets and brands, except for those involved in the BetMGM joint venture in the US with Entain.

Expansion in the UK

James Derbyshire, Director of Sports for the UK and Ireland at LeoVegas Group, emphasized the importance of the launch: "Launching our sportsbook, Tiger, in the UK is a major milestone for the group. As one of the most competitive iGaming markets in the world, I am excited to see our customers enjoy the product and engage with innovative sports betting features designed specifically for the UK market."

The Acquisition of Tipico US

In the purchase of Tipico US, LeoVegas integrated its management and trading teams, viewing this as a significant opportunity alongside MGM Resorts to accelerate control over its technology compared to developing it internally, according to a securities analyst at the time of the acquisition. Although the integration faced rumors of delays, it has been over a year since the launch in Denmark, the initiative's first market.

Speaking with iGB last July, Vella noted that the team "is carrying out a phased rollout that follows a planned sequence, allowing us to ensure a smooth transition, rigorous testing, and confidence in regulatory compliance, while focusing on optimizing player experience."