LeoVegas Group has launched its proprietary sportsbook Tiger on its LeoVegas brand in Sweden.
The migration gives the operator greater technical control, flexibility and independence by moving sports betting operations onto its in-house technology.
LeoVegas Group CEO Mattias Wedar stated: “In under two months, we have migrated all our brands in Sweden to our proprietary sportsbook, Tiger, and I couldn’t be more proud of this amazing achievement. Numerous teams have worked tirelessly to ensure sports fans across Sweden can benefit from this superior user experience in time for the World Cup.
“I am confident that Tiger is a game-changer, making us more agile, independent and future-proof. The numbers from our previous launches have been very positive, and I can’t wait to see all the hard work from Team Leo come to fruition.”
Recently, LeoVegas announced the launch of its Expekt brand in Sweden ahead of the World Cup.
Meanwhile, ice hockey player Peter “Foppa” Forsberg has been announced as the official brand ambassador for BetMGM in Sweden.
Last month, the group unveiled a refreshed corporate brand identity, highlighting a strategic repositioning as it continues to scale across regulated markets.
One of the key objectives of the redesign is to differentiate the LeoVegas Group corporate identity from its consumer-facing LeoVegas brand for the first time.
The update introduced a redesigned visual system that includes an expanded colour palette, updated typography and an enhanced version of the recognisable lion logo.
The refreshed identity also seeks to bring the operator closer to its owner-brand, MGM Resorts International, reflecting its position as MGM's digital arm.
Sweden’s extended credit gambling ban came into force in May, with operators not allowed to process transactions involving any form of credit, including agreements with third parties
