LeoVegas has introduced its own proprietary sportsbook platform, beginning its rollout in the Danish market.
The launch signifies a pivotal step for the operator as it pivots toward a more tailored, technology-focused gaming experience.
The company’s latest innovation comes on the heels of the departure of long-time CEO and Co-Founder Gustaf Hagman last month.
While Denmark is the first stop, LeoVegas has not yet disclosed any concrete plans for expanding the sportsbook into other markets.
A New Phase of Global Expansion
This new product is part of LeoVegas’ broader international expansion strategy.
In late 2024, the company joined the European Gaming and Betting Association, signaling its intent to deepen its reach across Europe.
Mattias Wedar, the incoming CEO of LeoVegas, praised the engineering and product teams for bringing the new sportsbook to life.
“I am very proud of the team behind this exciting launch,” Wedar said.
“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.”
He added that the Denmark launch marks “the first milestone in our international rollout plan.”
Building a Custom Experience
According to LeoVegas, the proprietary sportsbook is designed to offer a highly personalized experience for bettors.
The platform is engineered in-house, with a focus on live sports betting features and local market customization.
“Our investment in technology and talent empowers us to continue innovating and building a world-class sportsbook,” Wedar said.
“Our goal is to create the world’s greatest iGaming experience.”
Commitment to Innovation
Adrian Vella, Chief Product and Technology Officer at LeoVegas Group, also commented on the rollout.
“We’re really excited to launch our greenfield proprietary sportsbook technology and product in Denmark—it’s a big milestone for LeoVegas Group,” he said.
“Everything we’ve built has been focused on continuously adding value to the bettor experience.”
The company has emphasized its commitment to developing localized products that resonate with regional preferences.
Strengthening Partnerships and Capabilities
LeoVegas has continued to bolster its technology ecosystem, most recently extending its partnership with Kambi through 2027.
The integration of Kambi’s Odds Feed+ solution into LeoVegas’ own platform is expected to enhance its real-time odds capabilities and user experience.
LeoVegas was acquired by MGM Resorts International in 2022 for $607 million, further cementing its position as a major player in the global online betting space.
With its proprietary sportsbook now live in Denmark, LeoVegas is positioning itself to compete more aggressively in localized European markets while scaling its iGaming capabilities worldwide.