LeoVegas rolls Tiger sportsbook out across UK brands

LeoVegas has taken its proprietary sportsbook Tiger live in the UK, adding the country to a rollout that began in Denmark last July and has since expanded to Brazil and Sweden. The platform now powers sports betting across three of the operator's UK-facing brands: BetMGM, LeoVegas and BetUK.

The move is the latest step in a roughly two-year project to bring sportsbook technology in-house, built on the Tipico US platform LeoVegas acquired in 2024. Tiger's headline features include enhanced odds boosts, a partial cash-out option and a "flex combi" product intended to give bettors more flexibility when building combination bets. LeoVegas said owning the technology allows faster innovation and greater adaptability, giving it a stronger base for strategic growth.

Two-year journey

Adrian Vella, LeoVegas Group's chief product and technology officer, called the UK debut "one of the most significant moments in our two-year journey to build a world-class, proprietary sportsbook." He added that each market launch had helped the company refine the platform and improve the customer experience. James Derbyshire, sports director UK & Ireland, described it as "another huge milestone" and said the UK was one of the most competitive igaming markets in the world, with features tailored specifically for local bettors.

The UK expansion follows earlier deployments: Brazil went live in January and all Swedish brands, including Nye Expekt and BetMGM, were migrated onto Tiger in June. The phased approach follows a planned sequence designed to ensure rigorous testing and regulatory compliance, with rumours of delays having circulated after the platform's initial Danish rollout.

Strategic context

For years, LeoVegas has relied on fellow Swedish supplier Kambi for sportsbook technology, with the partnership extended until 2027. The continued international rollout of Tiger indicates LeoVegas is steadily taking control of its betting operations, and by 2027 it may have less need for a third-party provider. The acquisition of Tipico's US platform also brought in management and trading teams, which was seen as a way to drastically shorten the timeline to owning its tech stack compared with building capabilities from scratch.

Internationally, BetMGM has been run via LeoVegas's platform since MGM Resorts acquired the Swedish company for more than $600m in 2022; in the US, BetMGM remains a joint venture between MGM and Entain. The UK launch builds on BetMGM's entry into the country in 2023 and gives Tiger a foothold in Europe's largest betting market, which is also ranked among the top five globally.