A New Era for LeoVegas Begins with Proprietary Sportsbook Launch
LeoVegas has officially launched its proprietary sportsbook platform in Denmark, marking a pivotal moment in the company’s evolution following the departure of Co-Founder and long-serving CEO Gustaf Hagman last month. The new platform is expected to deliver a streamlined, custom-tailored sports betting experience with a focus on live markets and enhanced localisation capabilities.
Denmark is the first market to receive the new platform, serving as a pilot location for LeoVegas’ larger international expansion efforts. This rollout also signifies a technical milestone for the operator, which has spent recent years building up its in-house engineering and product development capabilities.
Strategic Vision Under New Leadership
Under the guidance of incoming CEO Mattias Wedar, LeoVegas is looking to cement its position as a top-tier iGaming operator with a multi-jurisdictional strategy built around proprietary technology. Wedar praised the team’s engineering achievements, noting that the launch reflects the company’s long-term commitment to innovation and control over its tech stack.
“This investment in our technology and talent empowers us to continue innovating… Denmark marks the first milestone in our international rollout plan,” Wedar stated.
This rollout is closely tied to LeoVegas’ ongoing strategic shift, which began after its acquisition by MGM Resorts International in 2022 for $607 million. The move is also in line with LeoVegas’ entry into the European Gaming and Betting Association in late 2024, signaling broader regulatory engagement and commitment to pan-European compliance.
Innovation and Localisation at the Forefront
According to Adrian Vella, Chief Product and Technology Officer, the launch of the sportsbook in Denmark highlights the group’s dedication to localised experiences:
“Everything we’ve built has been focused on continuously adding value to the bettor experience… This launch is a testament to our innovation.”
LeoVegas’ proprietary platform is built from the ground up – a “greenfield” approach – giving it the flexibility to respond dynamically to user behavior, integrate seamlessly with third-party services, and optimise market-specific betting features.
Continued Collaboration with Kambi Enhances Product Offering
While LeoVegas moves toward platform independence, the operator continues to maintain key partnerships, including a contract extension with Kambi until 2027. Kambi’s Odds Feed+ will now be integrated into the new sportsbook, offering an enhanced pricing engine and trading capability, bridging proprietary tech with established market-leading data feeds.
This hybrid approach allows LeoVegas to maintain product stability while building out differentiated features for a long-term competitive edge.
Outlook: A Roadmap for Global Rollout
The debut of LeoVegas’ sportsbook in Denmark is more than just a single-market experiment — it’s the first step in a broader global rollout. While specific dates or markets have not yet been confirmed, the company has made it clear that its international expansion is progressing according to schedule.
As iGaming markets across Europe and beyond become more competitive, LeoVegas is betting on its ability to control the entire user experience, from front-end features to back-end algorithms, to win market share.
With a new CEO at the helm, strong support from MGM, and a proven track record in regulated markets, LeoVegas is positioning itself to redefine sports betting engagement — not only in Denmark but worldwide.
