The LeoVegas Group, owned by MGM Resorts International, is set to strengthen the BetMGM brand in the United Kingdom through a strategic partnership with Kambi Group, a leading provider of sports betting solutions. This collaboration will see Kambi supply the UK-facing version of the BetMGM brand with its advanced sports betting technology, including the award-winning Bet Builder solution and AI-powered algorithmic trading functionalities.
Kambi has been a longstanding partner of the LeoVegas Group, providing its sports betting solutions to the operator’s various brands, such as BetUK and expect. The partnership comes shortly after Kambi assisted Prairie Band Casino & Resort in launching the first tribal sportsbook in Kansas.
Kristian Nylén, co-founder and CEO of Kambi Group, expressed his team’s enthusiasm for powering the international launch of BetMGM in the UK through LeoVegas. He emphasized that this partnership allows Kambi to expand its relationship with one of its most longstanding partners. Nylén is confident that the combination of LeoVegas’ operational expertise and Kambi’s proven sportsbook technology will ensure the success of BetMGM in the UK.
Nylén added, “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 the LeoVegas Group, expressed delight in the international launch of BetMGM and highlighted the significance of the UK market. He stressed LeoVegas’ commitment to making BetMGM a local success. Carlander noted that the UK is a crucial market for every operator and shared confidence in the sportsbook’s success in the region.
Carlander also mentioned the introduction of exciting new product features, including a multi-million free-to-play game, personalized navigation, and the innovative Bet Builder, which positions BetMGM for success in the UK market. He believes that these features will attract sports enthusiasts looking for a top-class live betting experience.
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