Kambi to provide sportsbook, managed services to LiveScore’s betting brands


Sports betting services and technology provider Kambi Group has signed a long-term agreement to provide its sportsbook to the LiveScore Group of companies. The deal will see Kambi power the group’s LiveScore Bet and Virgin Bet online sportsbook brands globally.

The agreement followed a competitive selection process. As part of the partnership, Kambi will provide its sports betting platform, range of managed services, and suite of products, including AI-powered trading and Bet Builder, to the sports media and betting giant.

The operator’s in-house product teams will also utilize Kambi’s open APIs, as well as leverage Kambi’s incentives tools and bespoke bet offer specials, to create “a unique user experience for its global user base.”

The agreement between Kambi and LiveScore Group’s LiveScore Betting & Gaming is expected to contribute material revenue for Kambi starting H2 2024, according to a company statement, growing in line with LiveScore Group’s roll-out into current and future markets.

Formed in 2019 following a spin-off from Gamesys Group, LiveScore Group is the operator of sports media brand LiveScore, a leading real-time sports data provider and streaming service with more than 50 million daily users across 200-plus territories.

LiveScore Group’s sportsbook brands, LiveScore Bet and Virgin Bet, are currently active in several markets across the globe, including the UK, and the deal currently spans the group’s subsidiaries in Gibraltar, Malta and Nigeria.

The LiveScore Group has plans to expand the LiveScore Bet brand further in partnership with Kambi, as it replaces its existing third-party sportsbook technology. The new Kambi-powered sportsbook should begin to be rolled out across multiple markets from Q1 2024, according to the companies.

Kristian Nylén, Kambi CEO and co-founder, said: “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.

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

Sam Sadi, CEO at LiveScore Group, said: “We are thrilled to join forces with Kambi, the premier independent sportsbook provider, 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.”