SBC News Voice of the Sports Betting Industry
Kambi and LeoVegas have detailed continued momentum for their long-standing partnership, with the former supporting the UK launch of BetMGM.
A so far solely US-facing brand of the MGM Resorts International group, BetMGM is being taken live in the UK using LeoVegas’ platform and utilising Kambi’s sportsbook services, including its Bet Builder and AI-powered algorithmic trading capabilities.
LeoVegas Group has been one of Kambi’s longest running clients, with the two Swedish firms first partnering in 2016. The years since saw LeoVegas acquired by MGM in 2022, paving the way for the latter’s plans to launch BetMGM in the UK.
Kristian Nylén, CEO and Co-Founder at Kambi, said: “We are pleased to be helping to power the international launch of BetMGM in the UK with LeoVegas, and to expand our relationship with one of Kambi’s most long standing partners.
“We are confident that the combination of LeoVegas’ operational expertise and Kambi’s proven sportsbook technology behind such an exciting brand provides an excellent platform to offer highly engaging, next generation betting experiences to BetMGM’s customers.”
Kambi’s previous collaborations with LeoVegas have already included UK operations, supporting the launch of the BetUK brand. Meanwhile, the Stockholm-listed B2B provider has also provided its services to expekt sportsbook, which was re-launched in the Danish market as nye expekt earlier this year, after a two year absence.
Expansion of LeoVegas’ sports betting operations has been earmarked as a key priority for the group – which traditionally focused on the online casino side of gambling – and so the launch of BetMGM on its platform understandably fits within this strategy.
“We are delighted to launch BetMGM to the international markets, starting with the UK,” remarked Per Carlander, Director of Sports Strategy at LeoVegas Group.
It is a key market for every operator, and we are confident that our sportsbook and exciting new product features, including a multi-million free-to-play game, will attract sport enthusiasts who enjoy a top-class live betting experience.
“With best-in-class promotions, personalised navigation, and an innovative Bet Builder, BetMGM is bringing a new golden era of sports betting to the UK.”
Whilst a big moment for both LeoVegas and Kambi, the launch of BetMGM UK is of course also a major step for MGM Resorts and its international betting profile.
BetMGM was first launched as a joint venture between the Las Vegas-headquartered group and UK-based global operator Entain, but the British-facing brand has no connection to the latter.
BetMGM UK will be wholly operated by MGM and its LeoVegas subsidiary. As such, the firm will likely come into competition with Entain’s well-established Ladbrokes and Coral retail and online betting brands.
