LiveScore Group CEO Sam Sadi

LiveScore to overhaul sportsbook platform in Kambi partnership

Kambi will provide its sports betting solutions to LiveScore Group’s flagship sportsbook brands, with the planned rollout set to commence in the first quarter of next year.

The Swedish B2B supplier expects the partnership to ‘contribute material revenue’ to its business during the second half of 2024 as its products are distributed across LiveScore Group’s global business.

Terms of the partnership will see Kambi deliver its sports betting platform, managed platform, AI-powered trading products and Bet Builder to the LiveScore Bet and Virgin Bet operators.

Kristian Nylen, Kambi CEO
Kristian Nylén

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 fulfil its ambitious growth plans and we’re delighted to be supporting them on that journey.”

The deal is Kambi’s third of this month, with the two prior agreements being European-focused ones with Sweden’s state-owned operator Svenska Spel and Dutch online casino operator 711.

Kambi’s partnership with LiveScore has a much broader scope, covering the London-based sports media and betting group’s subsidiaries in Gibraltar, Malta and Nigeria, including its strong-standing operations in the UK.

The group has plans to expand LiveScore Bet in partnership with Kambi by replacing its existing third-party technology which, as stated above, the duo intends to commence in Q1 2024.

LiveScore Group’s core business and product offering is based around its ‘convergence model’ encompassing media – via its live scores app and streaming rights to the Champions League in Ireland – and betting, via its two operator platforms. 

Sam Sadi, CEO at LiveScore Group, added: “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.”

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