LeoVegas takes Tiger sportsbook to UK market as in-house strategy matures

LeoVegas Group has launched its in-house sportsbook Tiger in the United Kingdom, rolling out the platform across BetMGM, LeoVegas and BetUK. The UK debut follows earlier launches in Denmark, Brazil and Sweden.

The sportsbook is powered by the Tipico US platform LeoVegas acquired in 2024, a deal that also brought over Tipico's management and trading teams. At the time, it was said that the acquisition would "drastically shorten the timeline to LeoVegas gaining control over their tech stack" and improve its ability to start strong in emerging markets.

Tiger includes enhanced odds boosts, a partial cash-out option and a product called flex combi designed for more flexible combination betting. LeoVegas said the proprietary platform allows faster innovation and greater adaptability.

Adrian Vella, chief product and technology officer at LeoVegas Group, said in comments that: "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."

James Derbyshire, sports director UK & Ireland at LeoVegas Group, added: "Launching our proprietary sportsbook, Tiger, in the UK is another huge milestone for the group. As one of the most competitive igaming markets in the world, I’m excited to see our customers enjoy the product and engage with some fantastic new sports betting features tailored specifically for the UK market."

The rollout has not been without delays. More than a year passed between the Denmark launch and subsequent markets. For Malta's iGaming sector, the UK launch signals a strategic shift. LeoVegas, part of MGM Resorts International, is moving away from third-party supplier dependency. Controlling the tech stack gives it direct control over product features, data and margin management in a market where competition is fierce.

The UK is one of the world's most mature and regulated iGaming markets. LeoVegas now operates its proprietary sportsbook across four countries, with more likely to follow as the integration work continues.