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Kambi scores sports betting partnership with LiveScore Group

| By Robert Fletcher
Sports betting solutions provider Kambi Group has entered into a long-term partnership with the LiveScore Group.
West Ham

Kambi will provide its sportsbook to the LiveScore group of companies, replacing a third-party supplier. This includes its sports media platform and two online betting brands.

Both the LiveScore Bet and Virgin Bet brands will run the Kambi product suite. This offering includes a sports betting platform, managed services, AI-powered trading and Bet Builder.

LiveScore Bet and Virgin Bet are currently active in a number of markets including the UK. The deal also covers the group’s subsidiaries in Gibraltar, Malta and Nigeria.

In addition, the LiveScore in-house product teams will utilise Kambi’s open APIs, incentives tools and bespoke bet offer specials.

The new Kambi-powered sportsbook will launch across multiple markets from Q1 next year. Kambi expects the agreement to contribute material revenue from the second half of 2024.

“With well-established sportsbook brands in several markets, an immensely popular media platform that acts as an effective acquisition channel and an experienced leadership team, LiveScore Group has all the ingredients Kambi looks for in an operator,” Kambi CEO and co-founder Kristian Nylén said.

“In partnering with Kambi and integrating our sportsbook, LiveScore Group will have the quality and trusted sportsbook it requires to fulfil its ambitious growth plans and we’re delighted to be supporting them on that journey.”

LiveScore Group CEO Sam Sadi added: “We are thrilled to join forces with Kambi as we look to accelerate our growth in the global sports betting market. 

“By combining the strengths of Kambi’s technology with LiveScore Group’s world-class sports betting brands, media assets and in-house product teams, I believe we are ideally equipped to create truly memorable experiences for our users.”

LiveScore Group: an expanding media empire

Formed in 2019 following a spin-off from Gamesys, LiveScore Group has over 50 million daily users across more than 200 territories. Its first sportsbook product went live in 2020.

LiveScore launched in 1998, offering visitors football scores. Gamesys acquired the business in 2017 and, following that operator’s £490m sale to Jackpotjoy Group and then the £2.0bn merger with Bally’s Corporation, LiveScore Group stands alone as an independent business led by Sadi. 

This month, CEO Sadi spoke to iGB about his ambitions for the business. He said it is aiming to become the world’s leading sports media operator, with sports betting just the start.

“We have a plan we’re implementing,” he explains. “You could call it a ten-to-twenty-year plan. We intend to become the world’s number one sports media operator. 

“Not a betting operator, but a sports media operator.”

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