LeoVegas debuts proprietary sportsbook in Denmark
The operator has announced the launch of its first-ever proprietary sportsbook product.
Key points:
– LeoVegas has unveiled the launch of its new proprietary sportsbook platform
– The platform is set to make its debut in the Danish market
– This latest rollout comes as part of a period of change for the operator, with further platform expansion seemingly on the horizon
Operator LeoVegas has unveiled its new proprietary sportsbook platform, which is set to debut in the Danish market following a period of recent change for the company.
The release of its new standalone proprietary sportsbook highlights LeoVegas’ intention to supply an individualised experience to its players, as it shifts into a new phase of development following the recent departure of its long-term CEO and Co-Founder, Gustaf Hagman, last month. The operator’s new platform is set to offer a live sports betting experience to players in Denmark; however, the company has not released any specific plans for launches of the platform outside of the Danish region… yet.
Indeed, this latest launch comes as part of the operator’s recently initiated phase of international expansion, which saw the operator join the European Gaming and Betting Association towards the end of 2024.
Speaking on this latest development, LeoVegas’ incoming CEO, Mattias Wedar, said: “I am very proud of the team behind this exciting launch. This involved significant scaling of our engineering capabilities, including successfully onboarding new talent and integrating the deep expertise of LeoVegas Group engineers, product and design teams.
“This investment in our technology and talent empowers us to continue innovating and building a world-class sportsbook. 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, ultimately driving us towards our purpose of creating the world’s greatest iGaming experience.”
Good to know: In 2022, LeoVegas was acquired by MGM Resorts International for $607m
Also commenting on the launch was Adrian Vella, Chief Product and Technology Officer at LeoVegas Group, said: “We’re really excited to launch our greenfield proprietary sportsbook technology and product in Denmark – it’s a big milestone for LeoVegas Group. Everything we’ve built has been focused on continuously adding value to the bettor experience. This launch is a testament to our innovation and drive to continue tailoring our products for localised markets.”
Additional recent company news saw LeoVegas make another stride in the European landscape last week, extending its pre-existing partnership with Kambi for until 2027 – with the provider’s Odds Feed+ solution now also being merged onto LeoVegas’ operator platform.
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