Kambi expands LeoVegas partnership with UK launch
The expanded partnership will see Kambi power sports betting brands from LeoVegas Group, such as BetUK and Expekt.
The Kambi Group has expanded its partnership with LeoVegas Group through the operator’s launch of the BetMGM Sportsbook in the UK.
First announced on 17 August, the BetMGM Sportsbook would be the latest product to be launched in the UK, while BetMGM would continue to operate the brand in the US and Canada using the technology and platform provided by Entain.
It was also revealed that the casino and sports betting operations would be handled by LeoVegas, the brand having been acquired by MGM Resorts International in late 2022.
Kristian Nylén, the Kambi CEO and Co-Founder, said: “We are pleased to be helping to power the international launch of BetMGM in the UK with LeoVegas and to expand our relationship with one of Kambi’s most longstanding partners.
“We are confident that the combination of LeoVegas’ operational expertise and Kambi’s proven sportsbook technology behind such an exciting brand provides an excellent platform to offer highly engaging, next-generation betting experiences to BetMGM’s customers.”
The BetMGM Sportsbook is powered by Kambi, including technology such as the Bet Builder products and AI-powered trading capabilities.
Kambi has previously worked with LeoVegas as the technology provider for its own proprietary sportsbook in 2016.
Per Carlander, LeoVegas Group Director of Sports Strategy, said: “We are delighted to launch BetMGM to the international markets, starting with the UK.
“It is a key market for every operator, and we are confident that our sportsbook and exciting new product features, including a multi-million free-to-play game, will attract sport enthusiasts who enjoy a top-class live betting experience.
“With best-in-class promotions, personalised navigation, and an innovative Bet Builder, BetMGM is bringing a new golden era of sports betting to the UK.”
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