LeoVegas to roll out 'sportsbook 2.0' for World Cup
Operator looks to expand UK customer base with new front-end and live accumulator product
LeoVegas is planning a major overhaul of its sportsbook product as it looks to expand its UK customer base, EGR Technology has learned.
The sportsbook revamp will include a new personalised front-end, to be rolled out ahead of the 2018 FIFA World Cup, and a new live accumulator product.
“No one’s really cracked that [live accas] yet; people really like accumulators but it’s very hard to do in a live environment,” Andreas Bardun, LeoVegas head of sportsbook, told EGR Technology.
“Sportsbook 2.0 [will provide] the best customer experience [by] studying analytics and what people are betting on, and then make the most educated guess for the customer.
“We realised that all the [sportsbook] sites look the same, so we want to use different learnings to understand what customers want,” he added.
The casino-focused operator made its sports betting debut last May with the launch of a Kambi-powered product across multiple markets in time for Euro 2016.
Bardun said the operator had since achieved its goal to be the fastest mobile sportsbook, which it attributed to a flexible API built by platform provider Kambi.
“We have one up against our competitors because we don’t have long loading times, even when you browse between verticals from casino to sportsbook,” Bardun said.
“It took a little time but now it’s just about executing the strategy in order to deliver on our ambition and vision for sportsbook.
“We’re currently upgrading our whole code stack and after that we can really start working on a new front-end.”
The firm recently reported a 49% year-on-year rise in Q1 revenues, boosted by strong organic growth after significant marketing investment.
Earlier this year, the Swedish operator also picked up an Irish sportsbook licence.