LeoVegas launches sportsbook in Denmark
The MGM Resorts-owned gaming operator aims to offer a sports betting product in all of its markets.
Denmark.- There’s a new brand on the sports betting market in Denmark. Leo Vegas, now owned by MGM Resorts, has launched its proprietary sportsbook in the country. The sportsbook joins an existing igaming offering in the country as the operator advances with its aim to offer sports betting in all markets where it’s active.
It said the new launch would see a new design, faster interface, flexible betting experience with deep parlay functionality of bet builder plus and gamified bonus functions.
Launched in 2011, LeoVegas historically focused on igaming in Sweden, Norway and Denmark but added the UK after buying Rocket 9 in 2018. It has been increasing its focus on sports betting since its acquisition by MGM in 2022. It’s also powered the launch of the BetMGM brand in Europe.
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. With the new product foundations, we are able to operate a true multi -country, -brand, -pricing and -regulation sportsbook at scale. The result is a fully upgraded experience with a new design, faster interface, flexible betting experience, unique features and gamified bonus functions. We can’t wait to see our players’ reaction!”
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.
“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.”
The company said it intends to roll out the sportsbook in more countries and across more brands.
