LeoVegas has launched its proprietary sportsbook Tiger across its UK brands, including BetMGM, LeoVegas and BetUK.
The launch follows Tiger’s debut in Sweden earlier this year and marks the latest step in LeoVegas Group’s strategy to develop its own sportsbook technology. The UK rollout provides customers with access to a range of betting markets, promotions and features ahead of the new football season.
LeoVegas Group Chief Product and Technology Officer Adrian Vella stated in a LinkedIn post: “This marks one of the most significant moments in our two-year journey to build a world-class, proprietary sportsbook.
"Every market launch has helped us refine the platform, improve the customer experience and strengthen our competitive edge. Launching in the UK demonstrates our commitment to investing in our own technology - giving us the speed to innovate, greater flexibility and a strong foundation for long-term strategic growth."
In June, the operator rolled out Tiger on the Swedish LeoVegas brand, completing the migration of all Swedish brands to its in-house sportsbook technology.
The migration provides the operator with greater technical control, flexibility and independence by moving its sports betting operations onto its proprietary platform.
Meanwhile, in May, the group unveiled a refreshed corporate brand identity as part of its strategic repositioning while continuing to expand across regulated markets.
A key objective of the redesign was to differentiate the LeoVegas Group corporate identity from its consumer-facing LeoVegas brand for the first time.
The update introduced a redesigned visual system featuring an expanded colour palette, updated typography and an enhanced version of the recognisable lion logo.
The refreshed identity also aims to strengthen the operator’s connection with its owner-brand, MGM Resorts International, reflecting its position as MGM’s digital arm.
LeoVegas' parent company, MGM Resorts, reported Q2 revenue of $4.5bn – a 1% rise year-on-year
