LeoVegas Group has launched its proprietary sportsbook in Denmark, marking a significant step in its transition to an in-house platform.
Customer of the company’s expekt brand in Denmark now have access to the platform that includes a new modern design, a revamped bonus experience, as well as significant updates in live betting and a faster user interface.
Denmark is the first market to go live with the new platform, which has been developed following the June 2024 acquisition of Tipico.
Mattias Wedar, incoming CEO of LeoVegas Group, said: “I am very proud of the team behind this exciting launch. This involved significant scaling of our engineering capabilities, including successfully onboarding new talent and integrating the deep expertise of LeoVegas Group engineers, product, and design teams.
“This investment in our technology and talent empowers us to continue innovating and building a world-class sportsbook,” he added. “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, ultimately driving us towards our purpose of creating the world’s greatest iGaming experience.”
Adrian Vella, chief product and technology officer at LeoVegas Group, added: “We’re really excited to launch our Greenfield proprietary sportsbook technology and product in Denmark – it’s a big milestone for LeoVegas Group.
“Everything we’ve built has been focused on continuously adding value to the bettor experience. This launch is a testament to our innovation and drive to continue tailoring our products for localised markets.”
To aid in the gradual rollout of its proprietary sportsbook, LeoVegas recently signed an extension to its turnkey sportsbook contract with Kambi Group, which will now run until 2027.