LiveScore Bet has just made a significant stride in its ongoing expansion strategy, officially launching a new sportsbook in the United Kingdom and Ireland. This latest venture builds upon their existing platform, which is already operational in Nigeria and the Netherlands. To power this new offering, LiveScore Bet has partnered with Kambi, replacing a previous third-party supplier to enhance the overall user experience.
The confirmation of this rollout comes in the wake of a new sportsbook partnership between LiveScore and Kambi, which was cemented last October. This comprehensive deal encompasses both the LiveScore Bet and Virgin Bet brands, broadening the reach and capabilities of LiveScore’s betting platforms.
Kambi’s contributions to this new sportsbook are not to be understated. The company is providing an extensive suite of sports betting products, including a top-notch sports betting platform, intelligent AI-powered trading, managed services, and the innovative Bet Builder feature, which allows users to create customized bets tailored to their preferences.
Furthermore, LiveScore’s in-house product teams will leverage Kambi’s open APIs, incentive tools, and bespoke bet offer specials to create a unique and engaging user experience. This collaborative effort aims to deliver a tailored sports betting environment that resonates with users in these competitive markets.
LiveScore Group CEO, Sam Sadi, remarked on the importance of this launch, stating, “We are delighted to have launched in the UK and Ireland with our enhanced sportsbook product ahead of the Euros and Copa América. It was crucial we were live on time in one of our most important markets. In collaboration with Kambi, we are incredibly excited to deliver memorable sports betting experiences for our players during these prestigious tournaments and beyond.”
Echoing this sentiment, Kambi’s Managing Director highlighted the significance of this launch. “This launch is a significant milestone in our partnership with LiveScore Bet. Kambi is committed to delivering a flexible sportsbook product that can be customized to meet the specific needs of each operator in their respective target markets. The UK and Ireland are both highly competitive, but by leveraging the combined strengths and expertise of LiveScore Bet and Kambi technology, LiveScore Bet is uniquely positioned to create a one-of-a-kind sportsbook offering.”
The launch in the UK and Ireland represents a pivotal moment in LiveScore’s broader expansion strategy. The group has already established a strong sports betting presence in markets such as Nigeria, the Netherlands, Malta, and Gibraltar. With the announcement of the Kambi deal last year, LiveScore indicated ambitions to go live in multiple new markets, underscoring their commitment to growth and innovation in the sports betting arena.
LiveScore itself has a rich history, having been established in 1998 to provide live scores from sports events around the world. Today, the brand boasts over 50 million daily users across more than 200 territories, exemplifying its wide-reaching influence and popularity.
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LiveScore Group came into existence in 2019 following a spin-off from Gamesys and launched its first sportsbook product the following year. Gamesys had acquired the business in 2017, and after its £490 million sale to Jackpotjoy Group and the subsequent £2.0 billion merger with Bally’s Corporation, LiveScore Group has continued to operate as an independent entity under the leadership of Sam Sadi.
Kambi has had its own set of challenges and triumphs recently. The group released its Q1 results last month, showing a slight decrease in revenue to €43.2 million (£36.7 million/$46.7 million). Pre-tax profits reached €4.4 million, which was consistent with the previous year’s results. After accounting for €1.2 million in taxes, net profits for the quarter stood at €3.2 million, a marginal dip from Q1 2023. However, EBITDA saw a notable increase of 10.2%, reaching €14.1 million.
The mixed results from Q1 followed a tough 2023, during which CEO and co-founder Kristian Nylén admitted he was “not satisfied” with the financial performance. Nonetheless, Nylén expressed a more optimistic outlook for Q1, particularly emphasizing the positive impact of the LiveScore partnership. He noted the launch of LiveScore Group’s new Kambi-powered sportsbook in Nigeria and the subsequent rollout in the Netherlands as key highlights.
In summary, the collaboration between LiveScore Bet and Kambi to launch a new sportsbook in the UK and Ireland is a landmark event that promises to deliver enhanced betting experiences for users. With a clear focus on leveraging advanced technology and collaborative expertise, this strategic move marks another significant step in LiveScore’s ongoing expansion efforts.
