LeoVegas has introduced a new, in-house sports betting platform, debuting initially in Denmark. This launch signifies a key development for the company, occurring amidst a period of significant internal changes.
The release of this independent sportsbook underscores LeoVegas’ commitment to personalized player experiences. This strategic move follows the recent departure of its long-standing CEO and co-founder, Gustaf Hagman. The platform will provide Danish players with a live sports betting service. However, the company has not yet disclosed plans for broader international deployment.
This launch is part of LeoVegas’ ongoing international expansion strategy. This strategy gained further momentum towards the end of 2024 with the company’s affiliation with the European Gaming and Betting Association.
Commenting on the new platform’s introduction, incoming CEO Mattias Wedar expressed his pride in the team’s accomplishment. He highlighted the substantial increase in engineering capacity, achieved through strategic hiring and the integration of existing LeoVegas Group engineers, product, and design teams. He emphasized that this investment in technology and personnel will drive continued innovation and the creation of a leading sportsbook. Denmark represents the first stage of a planned international rollout, aiming to expand the sportsbook’s reach across multiple countries and brands, enhanced by proprietary technology. The ultimate goal, according to Wedar, is to deliver a world-class iGaming experience.
Adrian Vella, Chief Product and Technology Officer at LeoVegas Group, also shared his enthusiasm, describing the launch as a major milestone for the company. He noted that the development prioritized continuous improvement of the betting experience and demonstrated LeoVegas’ innovative approach to catering to localized markets.
Further recent developments include an extension of LeoVegas’ partnership with Kambi until 2027. This extended agreement incorporates Kambi’s Odds Feed+ solution into LeoVegas’ operating platform. It’s noteworthy that in 2022, LeoVegas was acquired by MGM Resorts International for $607 million.
