In June, LeoVegas Group made a strategic move to acquire the U.S. sportsbook and online casino technology from Tipico, effectively marking Tipico’s exit from the U.S. market.
Adrian Vella, who previously served as CEO of Tipico’s U.S. division, has transitioned to LeoVegas Group as the managing director of sports, product, and technology.
Vella’s decade-long career with Tipico, including roles in data, analytics, and as CEO and president, positioned him uniquely to lead this transition into LeoVegas Group.
Transitioning wasn’t without its challenges—Vella and over 200 former Tipico employees faced an intense period post-acquisition, yet they have embraced their new roles at LeoVegas with enthusiasm.
### EGR: How has the transition been for you from Tipico to LeoVegas Group a few months in?
**Adrian Vella (AV):** Overall, the transition has been excellent. Both companies share similar cultures, making it easier for everyone to adjust. Our business operations also align well, which initially attracted me to this position. The integration process was seamless, and we are already gearing up for new projects. LeoVegas is a fantastic fit; it’s like finding the right home after 15 years in the igaming industry, including a significant tenure at Tipico across both German and U.S. markets.
We embarked on building our U.S. presence just after PASPA’s repeal, a period when everyone was clamoring for a share of the market, from land-based casinos to European competitors. Our strategy was to build unique, proprietary IP that could retain customers, and now that groundwork is paying off as we partner internationally with LeoVegas.
### EGR: What makes LeoVegas Group a great partner?
**AV:** The people, culture, and the support from MGM are incredible. LeoVegas brings extensive technology and expertise in casino operations, while we contribute our sports betting technology that’s operational in various countries. Both companies prioritize controlling their tech stack to deliver unique online experiences, creating a strong synergy.
### EGR: What aspects of the Tipico stack integrate well with LeoVegas Group?
**AV:** We’ve developed our own Player Account Management system, casino products, and sportsbook. This includes key areas like betting, trading, and risk management, designed to support multiple brands across diverse markets. Our focus on delivering simple and fast app experiences, as well as our strength in live betting and bet builder features, aligns superbly with LeoVegas’s capabilities.
### EGR: What are the key differences between European and U.S. players?
**AV:** The U.S. market, once prohibited, differs significantly from Europe. U.S. players often engage with sports more via fantasy leagues, driving interest in features like same game parlays. The sports calendar is also vastly different, rotating from NFL to NBA through the year. In contrast, Europe focuses primarily on football (soccer) and has more mature, regulated markets. Our experience in both regions allows us to blend insights and innovate across markets.
### EGR: What improvements does LeoVegas need in its sportsbook offering?
**AV:** Full control over the tech stack enables tailored, seamless customer experiences, crucial for integrating sportsbook offerings with other casino products. We’ve bolstered LeoVegas with 200 knowledgeable staff in sports betting, enhancing our strategic capabilities immensely. Our goal is to tailor our offerings to customer behaviors, enhancing market fit and integration within LeoVegas.
### EGR: How did employees adapt to the acquisition?
**AV:** The transition was smooth, thanks to LeoVegas’s support. Everyone is now fully integrated and motivated, ready to advance with the LeoVegas brand. Despite initial challenges, the focus is now on delivering excellent results.
### EGR: Do you prefer a technical role over being CEO?
**AV:** My current role allows me to specialize again, focusing on developing and expanding our investments, which I enjoy. Collaborating closely with commercial and operational teams to grow the business is my passion. Although I value both roles, leading the team through challenging times and being part of LeoVegas now is a rewarding experience.
### EGR: Which tech developments could impact sports betting soon?
**AV:** Bet builders and live betting are areas ripe for innovation. Personalization remains tough, but getting it right means offering unique, tailor-made experiences. Improving diverse elements to enhance the customer journey is where future growth lies.
The article originally appeared on [EGR Intel](https://www.egr.global/intel).