LeoVegas and Kambi Group Collaborate for BetMGM’s UK Launch

Kambi Group plc, a renowned figure in the igaming industry for sports betting solutions, is amplifying its alliance with the LeoVegas Group. This comes with the introduction of the BetMGM brand in the UK’s dynamic igaming market.

In 2022, MGM Resorts International acquired LeoVegas Group. As part of their strategic growth, LeoVegas Group is set to manage BetMGM’s casino and sports betting ventures in the UK. Crucially, they will integrate Kambi’s advanced sports betting technologies, which encompass its distinguished Bet Builder and cutting-edge, AI-driven algorithmic trading features.

This collaboration builds on an established rapport. Since being chosen as the technological backbone for the LeoVegas sportsbook in 2016, Kambi has become the driving force behind LeoVegas Group’s expanding portfolio of sports betting brands. This includes notable names in the igaming industry like BetUK and the rapidly evolving expekt brands.

Kristian Nylén, CEO and Co-founder at Kambi, said: “We are pleased to be helping to power the international launch of BetMGM in the UK with LeoVegas, and to expand our relationship with one of Kambi’s most longstanding partners. We are confident that the combination of LeoVegas’ operational expertise and Kambi’s proven sportsbook technology behind such an exciting brand provides an excellent platform to offer highly engaging, next generation betting experiences to BetMGM’s customers.”

Per Carlander, Director of Sports Strategy at LeoVegas Group, said: “We are delighted to launch BetMGM to the international markets, starting with the UK. It is a key market for every operator, and we are confident that our sportsbook and exciting new product features, including a multi-million free-to-play game, will attract sport enthusiasts who enjoy a top-class live betting experience. With best-in-class promotions, personalised navigation, and an innovative Bet Builder, BetMGM is bringing a new golden era of sports betting to the UK.”

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