Kambi expands LeoVegas partnership with BetMGM launch in the UK

Sports betting services supplier Kambi Group has expanded its partnership with online gaming operator LeoVegas Group through the launch of the BetMGM brand in the UK, which took place last month.  

Having been acquired by MGM Resorts in 2022, LeoVegas Group is undertaking BetMGM’s casino and sports betting operations in the UK and leverages Kambi’s suite of sports betting technology, including its Bet Builder and AI-powered algorithmic trading capabilities.

Following its selection as the technology provider for the LeoVegas sportsbook in 2016, Kambi now powers LeoVegas Group’s full stable of sports betting brands, including the BetUK and expekt brands.

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,” Kristian Nylén, CEO and Co-founder at Kambi, said.

“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.”

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 sports enthusiasts who enjoy a top-class live betting experience. With best-in-class promotions, personalized navigation, and an innovative Bet Builder, BetMGM is bringing a new golden era of sports betting to the UK,” 

In June, Kambi announced a multi-year extension of its partnership with LeoVegas Group, enabling the latter to continue to utilize Kambi’s sportsbook technology and services. The agreement was the second renewal to the partnership first signed in 2016 during which time LeoVegas Group has continued to expand its range of Kambi-powered sports betting brands.