Sports betting solutions provider Kambi Group has entered into a long-term partnership with LiveScore Group.

Kambi will make its sports betting available to the LiveScore group of companies, replacing a third-party provider. These include its sports media platform and two online betting brands.

Both the LiveScore Bet and Virgin Bet brands will operate 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 includes the group’s subsidiaries in Gibraltar, Malta and Nigeria.

Additionally, LiveScore’s internal product teams will leverage Kambi’s open APIs, incentive tools and tailored betting offer specials.

The new sports betting offering powered by Kambi will roll out in multiple markets starting in the first quarter of next year. Kambi expects the agreement to contribute material revenue starting in the second half of 2024.

“With established sports betting brands in multiple markets, a highly 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,” Kristian, CEO and co-founder of Kambi Nylén said.

“By partnering with Kambi and integrating our sportsbooks, LiveScore Group will have the quality and trusted sportsbooks it needs to deliver on its ambitious growth plans, and we are pleased to support them on this journey.”

Sam Sadi, CEO of LiveScore Group, added: “We are delighted to be working with Kambi to accelerate our growth in the global sports betting market.”

“By combining the strengths of Kambi technology with LiveScore Group’s world-class sports betting brands, media assets and internal product teams, I believe we are well positioned to deliver truly unforgettable experiences for our users.”

LiveScore Group was founded in 2019 as a spin-off from Gamesys and has over 50 million daily users in more than 200 territories. The first sports betting product went online in 2020.

Launched in 1998, LiveScore provides visitors with football scores. Gamesys acquired the company in 2017 and following the £490m sale of that operator to Jackpotjoy Group and subsequent £2.0bn merger with Bally’s Corporation, LiveScore Group stands as a standalone company under Sadi’s leadership there.

This month CEO Sadi spoke to iGB about his ambitions for the company. His goal is to become the world’s leading provider of sports media, with sports betting being just the beginning, he said.

“We have a plan that we are implementing,” he explains. “You could call it a 10- to 20-year plan. We want to become the world’s leading sports media operator.

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