LiveScore Group has launched its new online bookmaker, LiveScore Bet, in the UK and Ireland through a partnership with sports data provider Kambi Group.
The LiveScore Bet platform is already operational in Nigeria and the Netherlands, and now Kambi will replace a third-party supplier to support the new bookmaker.
LiveScore and Kambi initially entered into a partnership agreement for sports betting services in October of last year. This deal encompasses the LiveScore Bet and Virgin Bet brands.
Kambi will provide a comprehensive suite of sports betting products for the new bookmaker, including the sports betting platform itself, related services, AI-driven trading, and a bet builder. LiveScore’s in-house development teams will utilize Kambi’s open APIs, incentive tools, and special betting offers.
LiveScore Group CEO Sam Sadi said: “We are delighted to have launched in the UK and Ireland with our enhanced sportsbook product ahead of the Euro 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.”
Established in 1998, the LiveScore brand offers live streaming from events worldwide and currently has over 50 million daily users in more than 200 territories.
LiveScore Group was formed in 2019 following the spin-off from Gamesys and launched its first betting product the next year. Gamesys acquired the business in 2017, and after the sale of Gamesys to Jackpotjoy Group for £490 million and a £2.0 billion merger with Bally’s Corporation, LiveScore Group became an independent company, led by Sam Sadi. LiveScore is already present in markets including Nigeria, the Netherlands, Malta, and Gibraltar.
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