LeoVegas Group has rolled out its proprietary sportsbook in Denmark via its expekt brand, a little over a year since the operator snapped up Tipico’s US-facing sportsbook technology and staff.
The Danish expekt brand marks the first to benefit from the in-house tech, with LeoVegas stating the launch is a “significant milestone” for the group.
The debut in Denmark represents the first of an international push of the proprietary technology, although the MGM Resorts International-owned operator is yet to confirm which markets are due to go live next.
The Tipico US platform has been rebranded to ‘Greenfield’, with the aim of deploying the tech as a “multi-country, -brand, -pricing and -regulation sportsbook”.
The acquisition, which was announced in June 2024, also saw LeoVegas bring in certain US-facing management, tech and trading staff to build out the product.
Those included former Tipico US CEO Adrian Vella, who now serves as LeoVegas’ chief product and technology officer.
The acquisition of Tipico’s US tech saw the operator cease operations in the US, having failed to achieve cut-through in a highly competitive market.
LeoVegas’ brands currently use Kambi’s sportsbook and pricing. Last week, the Stockholm-listed supplier announced an extension to its partnership with the operator through to 2027.
The extension comes as LeoVegas will push Greenfield into various markets, while Kambi bolted on its Odds Feed+ solution into the agreement. The pair first began working together in 2016.
Speaking on the plans for further expansion, Vella said: “We’ve got big plans for the sportsbook in the years ahead.
“Our goal is to roll out in more countries and across more brands, all while continuing to evolve and improve our product and overarching customer experience.
“We are on track for our international rollout schedule and will continue to learn from the additional markets we go live in, analysing the competition in new territories we enter and consistently innovating to bring more excitement and engaging features into our product.
“All of this will be done while staying true to our core DNA of providing fast, simple and clear betting experiences that truly improve sports betting.”
The product and tech chief also pointed to AI and personalisation as key development points for the in-house platform.
Both have been topics du jour recently, with operators beginning to lift the lid on AI strategies, including FDJ United, Lottomatica and DraftKings.
Vella continued: “We constantly monitor both our direct competition and broader entertainment industry trends.
“Looking ahead, there’s huge potential for rapid innovation, with AI advancements, the increasing availability of wider and more granular statistics and new technologies that can make live betting more social and engaging.
“Personalisation is always top of mind and on top of that we are always looking at ways to make the experience of following or watching sports more exciting, at the end we only exist to enhance the emotions of sports and make sports a little bit more exciting.”
Last month, LeoVegas co-founder and CEO Gustaf Hagman announced he would be stepping down and replaced by deputy CEO Mattias Wedar.
Hagman founded the Swedish business in 2011 with Robin Ramm-Ericson with a focus on mobile-first.
The post LeoVegas Group rolls out proprietary sportsbook in first market first appeared on EGR Intel.
Operator reveals Denmark’s expekt brand the first to benefit from Greenfield product, which was built up from the acquired Tipico US tech assets
The post LeoVegas Group rolls out proprietary sportsbook in first market first appeared on EGR Intel.