Date: 26.09.2023

by Mateusz Mazur

Last update: 25.11.2023 10:49

Kambi Expands Partnership with LeoVegas Group to Launch BetMGM Brand in the UK

Kambi Group plc, a trusted sports betting partner, has extended its partnership with LeoVegas Group to facilitate the launch of the BetMGM brand in the UK.


LeoVegas Group, which was acquired by MGM Resorts International in 2022, will oversee BetMGM’s casino and sports betting operations in the UK. The collaboration aims to leverage Kambi’s advanced sports betting technology, including its award-winning Bet Builder and AI-powered algorithmic trading capabilities.

Expanding a Long-Standing Partnership

Kambi has been a technology provider for the LeoVegas sportsbook since 2016. This expansion of their partnership means Kambi now powers LeoVegas Group’s entire portfolio of sports betting brands, including BetUK and expekt, in addition to the international launch of BetMGM in the UK.

Kambi’s CEO, Kristian Nylén, expressed satisfaction with the extended partnership, stating “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.”

BetMGM’s Offerings

Per Carlander, Director of Sports Strategy at LeoVegas Group, emphasized the significance of launching BetMGM in the UK, a key market for operators. He stated “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.”

Kambi’s expanded partnership with LeoVegas Group to launch the BetMGM brand in the UK reflects the ongoing growth and innovation in the sports betting industry. With a focus on advanced technology and customer engagement, BetMGM aims to provide a compelling and exciting betting platform for sports enthusiasts in the UK.