Image credit: Source: LeoVegas Group and iGaming Business coverage.
LeoVegas Group switched on its own sportsbook technology, Tiger, across three UK brands on August 7: BetMGM UK, LeoVegas and BetUK. The rollout ends the operator's long-standing use of third-party sportsbook suppliers in its home market and marks the fourth country to go live on the platform, after Denmark, Sweden and Brazil.
Tiger runs on the platform LeoVegas Group, majority owned by MGM Resorts International, acquired when it bought Tipico's US technology stack in 2024. Adrian Vella, LeoVegas Group's Chief Product and Technology Officer, called the UK launch "one of the most significant moments in our two-year journey to build a world-class, proprietary sportsbook."
What the switch changes
Tiger replaces the third-party sportsbook technology that has priced and traded LeoVegas Group's UK odds. Kambi Group has supplied sports betting to LeoVegas since 2016 and separately powered BetMGM's original UK international launch in 2023. Moving to in-house tech hands LeoVegas control over pricing, product releases and margin, the same trade-off every operator makes when it stops licensing a sportsbook and starts building one.
The UK build carries features the group has tested in earlier markets: enhanced odds boosts, partial cash out, a flexible parlay tool called Flex Combi, gamified bonus mechanics and a same-game bet builder. James Derbyshire, Sports Director for the UK and Ireland at LeoVegas Group, said launching Tiger "is another huge milestone for the group."
Four markets, one strategic bet
Denmark went live on Tiger first in July 2025, followed by Sweden through the group's GoGoCasino brand in April 2026 and Brazil through BetMGM Brazil earlier this year. The UK is the biggest and most competitive of the four by handle, and LeoVegas Group has said its goal is a proprietary sportsbook across every international market and brand it operates, except the separate BetMGM US joint venture with Entain, which sits outside this migration entirely.
Building a sportsbook instead of licensing one is a multi-year commitment most operators only make once they have the scale to justify it. LeoVegas Group's sequencing, smaller markets first, then the UK, mirrors the caution operators typically apply before trusting proprietary pricing in a market where a mispriced line is expensive fast.
The proprietary bet pays off later, not now
Tiger's real test starts now that it prices live UK markets against Bet365, Flutter and Entain's in-house books, all of which built their own trading technology years ago. LeoVegas Group has bought itself the option to move faster on product, but it now also owns every pricing mistake the old vendor relationship used to absorb.
Related: The iGaming Platform Is an Operator's Biggest Bet | Sportsbooks Rent the Trading Brain They Cannot Build | The Unified Wallet Is the Operator's Real Moat