October 30, 2023 3 min read


Kambi’s Sportsbook Technology to Power Two LiveScore Group Brands

The Group's Virgin Bet and LiveScore Bet brands will benefit from the provider's innovative sportsbook technology

The leading provider of sports betting technology and solutions, Kambi Group, announced a new long-term agreement with LiveScore Group of companies. Under the terms of the new strategic long-term collaboration, Kambi agreed to power the Group’s sportsbooks, LiveScore Bet and Virgin Bet brands across the globe. Per the new deal, the provider agreed to supply its cutting-edge sports betting platform, along with a suite of award-winning products and managed services.

Thanks to the new deal, the Group’s brands will benefit from Kambi’s Bet Builder, as well as artificial intelligence-powered trading solutions and products. Moreover, thanks to the deal, the brands will leverage engaging tools that impact positively customer acquisition and engagement, enabling them to deliver even more exciting and unrivaled experiences.

Utilizing Kambi’s leading solutions, LiveScore Bet and Virgin Bet brands across the globe will strengthen their sports betting offering and continue growing. For Kambi, besides expanding the reach of its products, the latest strategic deal is expected to bring revenue starting in the second half of 2024. At the same time, Live Score Group hinted at plans to continue growing its presence in collaboration with Kambi, strengthening its footprint in strategic markets across the globe.

The Deal Represents an Exciting Moment for the Duo

Sam Sadi, LiveScore Group’s CEO, revealed that the company is delighted to join forces with Kambi, a leading provider of sportsbook solutions and technology. According to him, the new partnership will propel the company’s growth within the sports betting vertical. “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,” explained Sadi in conclusion.

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.

Sam Sadi, CEO at LiveScore Group

Kristian Nylén, Kambi’s CEO and co-founder, shared the excitement of LiveScore Group’s boss. He explained that LiveScore is the perfect partner for Kambi, considering its strong presence across the betting sector and solid leadership team. Last but not least, Nylen predicted that the agreement would bring benefits for the two companies.

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.

Kristian Nylén, CEO and co-founder at Kambi

Currently, Virgin Bet and LiveScore Bet have a strong presence in the regulated gambling market in the UK, among other key markets. According to the Group, the rollout of the Kambi-powered sportsbook for its brands is expected at some point in Q1 next year.


Jerome is a welcome new addition to the Gambling News team, bringing years of journalistic experience within the iGaming sector. His interest in the industry begun after he graduated from college where he played in regular local poker tournaments which eventually lead to exposure towards the growing popularity of online poker and casino rooms. Jerome now puts all the knowledge he's accrued to fuel his passion for journalism, providing our team with the latest scoops online.

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