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LeoVegas Group has taken its first major step toward building a self-managed sportsbook operation by launching its proprietary platform in Denmark under both the LeoVegas and Expekt brands. This move reflects the group’s longer-term strategy to bring more control in-house and reduce reliance on external suppliers.
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The debut of the new sportsbook in Denmark signals LeoVegas Group’s shift away from outsourced platforms. The offering, described as faster and more user-friendly, brings improvements in live betting, navigation, and bonus features. It also includes enhanced tools like partial cash-outs, deep bet builders, and higher bet acceptance rates.
LeoVegas Group said the new platform includes “a modern design, a faster interface, significant updates in live betting and an innovative bonus experience.”
Mattias Wedar, the group’s incoming CEO, confirmed that this is just the beginning. Wedar said:
“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,”
The move follows LeoVegas Group’s 2023 acquisition of Tipico Group’s US-facing sportsbook and casino platforms. That deal was a key step in parent company MGM Resorts International’s plan to give LeoVegas more control over its technology stack, excluding markets served by BetMGM, which is part of a joint venture with Entain.
Back in February, MGM CEO Bill Hornbuckle said that LeoVegas would launch its proprietary sportsbook in core markets before the end of the first half of 2025. That timeline now seems on track.
LeoVegas acquired the Expekt brand from Betclic Group for just €5 million ($6 million) in 2021, a much lower figure than the €125 million Betclic had paid to buy it in 2009. Expekt re-entered the Swedish market in 2022 and the Danish market in 2023 after a long absence.
Even with the launch of the new in-house sportsbook, LeoVegas extended its existing deal with Kambi last week. That partnership provides sportsbook solutions on a turnkey basis, but the contract runs only until the end of 2027, leaving room for a complete transition to proprietary tech by then.
The shift to an internal sportsbook aligns with Wedar’s roadmap as he steps in to lead the company. It also comes shortly after longtime CEO and founder Gustaf Hagman announced he would be stepping down, ending a 14-year tenure.