LeoVegas Group has officially introduced its in-house developed sportsbook in the Danish market, signaling a pivotal development in the company’s international expansion strategy. This launch places Denmark at the forefront of LeoVegas’ broader initiative to transition away from third-party platforms and toward fully owned technology that delivers localized, user-focused betting experiences.

With the new rollout, Danish players engaging through the LeoVegas and expekt brands now have access to an upgraded sportsbook that offers a significantly revamped interface. This proprietary solution features a modernized design, enhanced live betting capabilities, and an innovative, gamified bonus system aimed at improving user engagement.

The debut of this platform in Denmark follows LeoVegas Group’s acquisition of Tipico in June 2024, which helped bolster its internal tech and product development capacities. The Danish release represents the first market to benefit from this strategic shift.

A Landmark in LeoVegas’ Technological Growth

Adrian Vella, LeoVegas Group’s Chief Product and Technology Officer, highlighted the significance of this launch, stating, “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.”

Vella emphasized that the new sportsbook infrastructure enables a scalable model that supports multiple markets, brands, pricing structures, and regulatory frameworks. According to him, the overhaul provides not only a faster and more responsive betting interface but also a flexible and dynamic user journey through unique features and interactive bonuses.

Strategic Expansion Fueled by Talent and Innovation

Incoming LeoVegas Group CEO Mattias Wedar echoed the importance of the launch as part of a broader rollout roadmap. He praised the efforts behind the scenes, saying, “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.”

Wedar added that this launch represents the beginning of a phased global expansion of LeoVegas’ sportsbook offerings. As the platform matures, the company aims to introduce it across additional markets and brands, leveraging its proprietary tech to differentiate itself in the competitive iGaming sector. “Denmark marks the first milestone in our international rollout plan, which is following its set schedule,” he noted, reaffirming the company’s commitment to offering a world-class sports betting experience globally.

Continued Partnership with Kambi Ensures Transitional Stability

While LeoVegas pushes forward with its proprietary ambitions, it has also secured continuity for its sportsbook operations during the transition phase. In support of a smooth rollout, LeoVegas recently extended its partnership with Kambi Group. The new agreement extends their existing turnkey sportsbook and odds feed contract through 2027, ensuring that the company can maintain stability and quality service across its other markets as it gradually migrates operations to the new platform.

This extension demonstrates LeoVegas’ pragmatic approach: maintaining reliable performance in current offerings while gradually shifting toward its internally developed systems.