LeoVegas Group has made progress on two corporate goals that have stood out in recent years – enhancing its foothold in the sports betting space and building up its presence in Denmark.
The MGM Resorts subsidiary announced today that it has launched its LeoVegas proprietary sportsbook in Denmark as part of a wider ambition to offer a sports betting product in all of its active markets.
LeoVegas is a Nordics-focused enterprise, having focused on Sweden, Norway and Denmark since its foundation in 2011, though also counting the UK as a core market since launching there in 2018 via the acquisition of the Rocket 9 online casino.
Historically, the firm has been an iGaming-focused operator with its core product being its mobile casino offering. In recent years, however, it has been increasingly keen on getting more involved in the global sports betting space.
Commenting on the new Danish sportsbook launch, Adrian Vella, Chief Product and Technology Officer at LeoVegas Group, said: “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.”
In a Q&A published on the LeoVegas website, Vella added that the company is going to prioritise personalisation and the ongoing inclusion of new technologies, particularly AI, into its sportsbook product.
He also shared that the firm intends to look for opportunities in social features, concluding that corporate management wants to see the firm “remain agile to adapt to emerging technologies to make sure LeoVegas Group stays at the forefront of the sports betting experience”.
LeoVegas’ history with betting
Sports betting is not a new vertical for LeoVegas, as stated above it has traditionally been a secondary focus to its iCasino operation. In 2021, LeoVegas began to enhance its sportsbook offering by acquiring heritage Nordic markets operator Expekt. The deal provided LeoVegas its platform to begin the development of its proprietary sportsbook for European markets.
LeoVegas subsequently re-launched Expekt in Denmark in 2023 under a new name, ‘Nye Expekt’. It subsequently sought market exposure for the brand via sponsorship deals in Danish football, notably the top-tier league.
MGM Resorts’ takeover of LeoVegas back in 2022 has been one of the most significant catalysts in its sportsbook journey, however. The years since the Nye Expekt launch in Denmark have seen LeoVegas become the operator of the BetMGM sportsbook in European markets, notably the UK – where similar to Denmark it has been pursuing an extensive sports sponsorship strategy with the likes of Newcastle United and professional darts.
LeoVegas has since been turning its attention to the creation of an in-house sportsbook, bringing us to the launch of this platform in Denmark today. LeoVegas envisions the platform as sitting alongside Explet as a tier-one offering for Danish customers, featuring a fast interface, updated live betting and bonuses, with the firm having seemingly invested a lot of time and resources in these ambitions.
“This investment in our technology and talent empowers us to continue innovating and building a world-class sportsbook,” said Mattias Wedar, incoming CEO of LeoVegas Group, who the company confirmed earlier this year would be taking over from Gustav Hagman, the sole CEO since co-founding LeoVegas back in 2011.
Wedar 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.”
