LeoVegas Group’s In-house Sportsbook Enters Fourth Market in the UK

LeoVegas Group has launched Tiger, its in-house proprietary sportsbook, in the UK via its BetMGM, LeoVegas and Bet UK brands, marking Tiger’s fourth market entry and further signifying the group’s plans to migrate to in-house technology.

Tiger first launched in Denmark in July 2025 via the LeoVegas and Expekt brands. This was followed by a launch in Brazil in January this year with BetMGM, the B2C sportsbook operated by LeoVegas Group outside the US, one year after the opening of the regulated sports betting market in the country.

Most recently, Tiger was launched in LeoVegas Group’s native Sweden in June via the LeoVegas brand. According to LeoVegas Group, the new sportsbook offers “a modern design, a faster interface, significant updates in live betting and an innovative bonus experience.”

Adrian Vella, LeoVegas Group’s Chief Product and Technology Officer, said:

“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.”

Another in-house move

This is the latest action that would indicate LeoVegas Group’s plans to become a self-sufficient operator that is less reliant on third-party suppliers. On Tuesday, the group was granted a gambling software license by British regulator the Gambling Commission via Slammer Studios Limited.

Slammer Studios, registered in Malta, acts as the legal entity for LeoVegas’ in-house LeoVegas Studios arm. The supplier originally launched as Blue Guru Games in 2021 through LeoVegas’ investment arm LeoVentures, with LeoVentures holding an 85% stake in Blue Guru Games. Blue Guru Games then rebranded to Slammer Studios in 2024.

Tipico acquisition paves the way

The intention to move in-house was signified when LeoVegas Group acquired Tipico Group’s US sportsbook and online casino platforms in 2024. When the deal was announced, LeoVegas Group’s parent company MGM Resorts International said it would allow LeoVegas Group to operate a purpose-built proprietary sportsbook across all international markets and brands, with the exception of those exclusive to the BetMGM joint venture with Entain.

In July 2025, LeoVegas extended its turnkey sportsbook deal with supplier Kambi until the end of 2027. Kambi’s OddsFeed+ solution will be offered beyond the end of 2027, but it would appear unlikely the overall agreement between the two parties will be extended beyond that point, with Kambi stating the deal will run while LeoVegas Group “will continue its migration to its proprietary sportsbook platform.”

Plenty of UK activity

The launch of Tiger and license application for Slammer Studios are the latest signs of UK activity, where LeoVegas Group has been busy of late.

In April 2025, the operator opened a new city centre Grade A office in Leeds, to support ongoing development of the group’s brands including LeoVegas and BetMGM, adding to its UK headquarters in Newcastle.

LeoVegas Group may have taken note of Flutter Entertainment’s Sky Bet also being based in the city, utilising the city’s workforce and economy. There is a possibility the potential launch of Slammer Studios in the UK could lead to more LeoVegas staff being appointed in Leeds.

When the office opened last year, several roles were already live, including Senior UK Sports Director, Senior Finance Business Partner and Legal Counsel positions.