LeoVegas Group has launched its new proprietary sportsbook in the booming igaming market of Denmark through its LeoVegas and Expekt brands.
The move signals a key step in the company’s long-term strategy to migrate towards in-house technology and platforms for its international operations.
The launch follows LeoVegas Group’s acquisition of Tipico Group’s US sportsbook and online casino platforms last year. The deal, backed by parent company MGM Resorts International, was intended to provide LeoVegas with a purpose-built proprietary sportsbook.
While the company recently extended its partnership with sportsbook supplier Kambi, that agreement is set to expire at the end of 2027, allowing for a phased transition to the new in-house system.
According to LeoVegas, the new platform offers a faster interface, significant updates to live betting, an innovative bonus experience, and enhanced features such as partial cash-out and deep parlay functionality for bet builders. It also promises higher bet acceptance rates and quicker loading times.
Mattias Wedar, the incoming CEO of LeoVegas Group, commented on the launch. “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,” he said.
The rollout of the in-house sportsbook is a major strategic initiative for the company, which recently saw founder Gustaf Hagman announce he would be stepping down as CEO after 14 years.
The launch by LeoVegas in Denmark also continues the revitalization of the Nordic-focused Expekt brand, which LeoVegas acquired in 2021.
