LeoVegas has launched its Tiger sportsbook in the UK, marking another major milestone for the Swedish iGaming company’s ambitions in sports betting.
The MGM Resorts International-owned firm has been in the process of expanding its sports betting proposition for some time, while also gradually taking technology in-house.
LeoVegas’ main sportsbook technology partner has been fellow Swedish firm Kambi for many years, with the duo agreeing an extension until 2027 in July last year.
The continued rollout of the Tiger sportsbook internationally shows that LeoVegas is increasingly taking charge of its own betting operations, and by 2027 it may not have much need for a third party partner.
“This marks one of the most significant moments in our two-year journey to build a world-class, proprietary sportsbook,” said Adrian Vella, LeoVegas’ Chief Product and Technology Officer.
The Lion and the Tiger
Tiger was launched in Brazil in January this year, and the firm followed this up in June by migrating all of its home brands in Sweden onto the platform.
This included both Nye Expekt, LeoVegas homegrown sportsbook brand which is also active in Denmark, as well as BetMGM.
“Every market launch has helped us refine the platform, improve the customer experience and strengthen our competitive edge,” Veller continued.
“Launching in the UK demonstrates our commitment to investing in our own technology – giving us the speed to innovate, greater flexibility and a strong foundation for long-term strategic growth.”
BetMGM has been run via the LeoVegas platform outside the US since MGM Resorts acquired the Swedish company for over $600m (£444m) back in 2022. In the US, BetMGM remains a joint venture between MGM and its UK-based partner Entain.
Internationally though, it is MGM Resorts and LeoVegas’ turf.
Expanding the Tiger sportsbook in the UK marks another major step forward for both LeoVegas and MGM Resorts, building on the 2023 launch of BetMGM in the country, the biggest betting market in Europe and one of the top five globally.
“Launching our proprietary sportsbook, Tiger, in the UK is another huge milestone for the group,” said James Derbyshire, LeoVegas’ Sports Director for the UK and Ireland.
“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.
“A massive well done to our global team, who’ve worked so hard to keep Tiger’s international rollout on track and deliver for our customers.”