LeoVegas CTPO dismisses in-house platform integration delay

LeoVegas Chief Technology and Product Officer Adrian Vella has downplayed claims the operator’s Tipico US sports betting platform rollout has been delayed.

Speaking to iGB in July, Vella said the team was “executing on a phased rollout [which] follows a planned sequence that allows us to ensure a seamless transition, rigorous testing, strong confidence in meeting regulatory obligations, and continued focus on optimising the player experience”.

In mid-July, LeoVegas launched its new in-house sportsbook in Denmark, making it the first “core” market where players now have access to the new proprietary betting product.

But, back in February, Bill Hornbuckle, CEO for LeoVegas parent MGM Resorts, told analysts the new platform would launch in the operator’s core markets from that month.

At the time, Hornbuckle said the platform would roll out into additional markets in Q2 and the full integration of these assets was expected to complete by the end of H1.

Additionally, Kambi announced an extension of its long-running sportsbook partnership with LeoVegas until the end of 2027. This extended deal includes a new agreement for Kambi’s Odds Feed+ solution, which will be offered beyond 2027.

Both Hornbuckle’s comments and Kambi’s extended deal highlighted potential delays in the Tipico platform integration, but Vella insists an integration of this scale presents “complexities” and LeoVegas remains confident in its plans.

“This phased approach allows us to learn and adapt as we go,” he says.

LeoVegas acquired Tipico’s US betting platform in June last year for an undisclosed amount. The deal signaled the final piece of Hornbuckle’s plans for LeoVegas, by providing it with an in-house betting platform to differentiate it and give it full control of the product.

As part of the deal LeoVegas also brought on board Tipico’s management, technology and trading teams across the US, Colombia and Europe.

According to Vella, retaining that talent has ensured the integration has been led by those with the appropriate expertise, to ensure a smooth process.

“The focus on people and culture has really supported us to maintain focus when navigating any technical complexities of the integration to deliver a seamless migration and outstanding sports betting experience,” Vella says.

“We are ready to move forward with confidence and pace.”

Why has LeoVegas brought its betting platform in-house?

LeoVegas plans to operate its proprietary sportsbook across all its global markets and brands, excluding those exclusive to the BetMGM joint venture between MGM and Entain.

This transition to a fully in-house tech stack is a core pillar in LeoVegas’ strategy. It built its proprietary Rhine iGasino platform in 2015, which assisted the operator in gaining traction across Europe.

LeoVegas aims to mirror that success with its Tipico sportsbook integration.

Vella says Tipico was chosen because it provided a clean slate with no legacy technology constraints, and the opportunity to build a completely proprietary product with flexibility for different markets.

“Equally important, it offered a team of world-class sports betting professionals, complementing our existing gaming expertise,” Vella continues. “This combination of best-in-class technology and the right people is what truly set Tipico’s platform apart.

“Bringing sports betting tech in-house will give us a clear edge when tailoring a unique sports betting product to the player preferences in local markets as well as adapting to other market needs faster.”

MGM support crucial for LeoVegas betting platform integration

Vella says the help of MGM has “undoubtedly” aided the integration, which he believes will make sports betting a part of LeoVegas’ DNA moving forward.

“The relationship we have with MGM, based on aligned strategies and shared ambitions, has been instrumental to the successful acquisition of the Tipico platform,” Vella explains.

“This partnership has allowed us to integrate and roll out our new Tier 1 proprietary sports betting product. [It’s] an exciting and important step on our journey towards creating the world’s greatest iGaming experience.”

The new platform will provide players with an enhanced betting experience, says Vella, powered by a faster product and curated UX, as well as a new onboarding flow aiming to display all of the exclusive features.

These features include instant-rewarding missions and an improved cash-out feature with the addition of partial cash-out, as well as an enhanced bet builder product.

Vella also believes the integration will provide huge benefits to localisation, to support recent entries into Germany and the Netherlands in recent years.

“[This expansion] naturally presents unique challenges with the diverse regulatory requirements, cultural nuances, and player preferences to cater to,” Vella adds.

“Owning our own tech is a game-changer as it gives us a strong edge in quickly adapting to multiple languages, applicable regulations, tailoring content to local preferences, and supporting key local payment methods. This level of flexibility is simply not possible with a third-party solution.”

Kambi extension makes sense for business continuity

Though the Kambi extension suggested delays in the integration process, Vella says the deal was instead ” a natural part of our strategy”. This, he says, is to ensure business continuity and allow players to continue to enjoy the sports betting experience provided by Kambi.

“In parallel we continue our planned rollout and integration of our proprietary sports betting product, which remains on schedule” he adds.

“The launch of our proprietary sports betting product is a pivotal moment and critical enabler of our growth plans.

“It gives us a significant competitive advantage and allows us to pursue our growth ambitions with confidence.”