This marks a significant step towards operating more in-house platforms, despite a recent extension with Kambi.
LeoVegas Group has launched its proprietary sportsbook in the Denmark market via its LeoVegas and Expekt brands, a signal of its intention to move towards in-house platforms.
The launch follows LeoVegas Group’s acquisition of Tipico Group’s US sportsbook and online casino platforms last year.
When the deal was announced, LeoVegas Group’s parent company MGM Resorts International said it would allow LeoVegas Group to operate a purpose-built proprietary sportsbook across all international markets and brands, with the exception of those exclusive to the BetMGM joint venture with Entain.
Renewal with Kambi
Last week, LeoVegas extended its turnkey sportsbook deal with supplier Kambi, which raised questions about the migration of LeoVegas’ in-house platform. However, the agreement is set to expire at the end of 2027.
In February, MGM Resorts International CEO and President Bill Hornbuckle said LeoVegas’ in-house platform would be launching in its core markets in February, with the full integration of the sportsbook’s assets to be completed by the end of H1.
LeoVegas Group said the new sportsbook offers “a modern design, a faster interface, significant updates in live betting and an innovative bonus experience”.
The sportsbook will offer partial cash-out as well as a deep parlay functionality for bet builders. It is said to come with higher bet acceptance rates, easier bet placements, smoother navigation and search, as well as quicker loading times.
Mattias Wedar, incoming CEO of LeoVegas Group, said: “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.”
The rollout of an in-house sportsbook will be a key part of Wedar’s strategy. In June, LeoVegas founder Gustaf Hagman announced he would be stepping down as CEO after 14 years at the helm.
Expekt’s Nordic presence
LeoVegas acquired Nordic-focused brand Expekt from Betclic Group in a deal worth €5 million ($6 million) in 2021. This was significantly less than the €125 million Betclic paid to purchase Expekt in 2009.
Expekt relaunched in the Danish market in 2023 following a 10-year absence, having relaunched in Sweden in 2022.
