BetMGM and BetUK to Undergo Significant Overhaul as LeoVegas Eyes Kambi Exit

Following the acquisition of Tipico and its sportsbook technology, LeoVegas Group is eyeing a significant overhaul for its brands worldwide, including BetMGM and BetUK in the UK. Before the summer, both of these could have a very different look, BettingLounge understands.

Since its launch in 2023, BetMGM has become an incredibly popular bookmaker in the UK and while the welcome offer has played a huge role, the help of the sportsbook provider Kambi is also undeniable. The latter is known for its high quality and most UK punters are familiar with the looks, which is never a bad thing.

However, as a result of LeoVegas Group acquiring the US bookmaker Tipico's platform last year, BetMGM could now be in for a significant overhaul along with its sister site BetUK. Despite extending the agreement with Kambi as recently as 2023, it is believed that LeoVegas could implement the new sportsbook across its brands by the summer of this year.

The latest indications suggest that LeoVegas will trial the switch in a smaller market before moving onto more prominent ones, such as the UK. It goes without saying that this could have a huge impact on LeoVegas Group's operations, as well as for the customers, with the company hoping that it will 'ensure that we will deliver the world's greatest iGaming experience'.

For Kambi, it would undoubtedly be a huge blow. Brands such as Casumo, LiveScoreBet and Virgin Bet would still be partnered with the provider, but none of these can match the current status of BetMGM in the UK. Playing Devil's Advocate for a second, it's equally true that some punters might leave the LeoVegas brands - obviously depending on the quality of the new sportsbook.

Of course, betting companies branching out on their own - whether that be through UKGC licences or in-house sportsbook platforms - is nothing new. It is something that any betting site with high ambitions will eventually aim for, so you could argue LeoVegas' switch had been on the cards for quite some time.