LeoVegas Launches Proprietary Sportsbook Platform in Denmark Amid Strategic Expansion

LeoVegas has launched its new proprietary sportsbook platform, marking its official debut in the Danish market as the company enters a new phase of international expansion.

The standalone platform is designed to deliver a tailored live sports betting experience, reflecting LeoVegas’ broader ambitions to strengthen its technological capabilities and deliver enhanced user experiences. The launch follows a period of transformation for the group, including the recent departure of long-time CEO and Co-Founder, Gustaf Hagman.

While the initial rollout is focused exclusively on Denmark, LeoVegas has signalled that this is the first step in a wider global strategy. The move also aligns with the company’s decision to join the European Gaming and Betting Association (EGBA) in late 2024 — a sign of its growing focus on European market alignment and compliance.

“I am very proud of the team behind this exciting launch,” said Mattias Wedar, LeoVegas' new CEO. “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.”

He added:

“This investment in our technology and talent empowers us to continue innovating and building a world-class sportsbook. Denmark marks the first milestone in our international rollout plan, which is following its set schedule, to expand our sportsbook presence into more countries and brands while continuously enhancing its capabilities through leading proprietary products and technology, ultimately driving us towards our purpose of creating the world’s greatest iGaming experience.”

This comes just a few weeks after LeoVegas announced a new partnership with EveryMatrix to integrate the OddsMatrix odds feed.