LiveScore Group partners with X and xAI to revolutionise sports betting through AI

• LiveScore Group has secured a partnership with X and xAI to integrate real-time social content and AI technology across its sports media and betting platforms
• The collaboration will enable bet-slip sharing directly to X, AI-powered trading models that respond to fan conversations, and personalised content delivery
• LiveScore Group serves over 100 million annual users and reported £179 million revenue in its latest financial year, with the UK accounting for 78% of total income

LiveScore Group has announced a transformational partnership with X and xAI that will integrate artificial intelligence and real-time social media content across its sports media and betting operations.

The London-based company, which operates LiveScore media platform and LiveScore Bet sportsbook, will gain unprecedented access to X’s data and content APIs to capture sports conversations and sentiment analysis at scale.

The partnership grants LiveScore Group access to X’s various data streams, enabling the company to deliver instant sports news combined with fan sentiment and influencer commentary. The integration represents a significant step in LiveScore’s strategy to merge sports media consumption with betting activities into a single platform experience.

Key innovations from the collaboration include new social betting features that allow users to share bet slips and predictions directly to X, connecting communities of fans and bettors. The platform will also implement AI-powered trading models that react to real-time sports developments and fan conversations, designed to enhance bettor value and retention.

The partnership extends beyond X’s social capabilities to leverage xAI’s technology for developing personalised fan experiences and predictive insights. These AI-driven tools will enable tailored content delivery that anticipates user preferences and creates smarter trading algorithms that adapt to real-time sentiment data.

“This is a game-changing moment for LiveScore Group and for the industries we operate in,” said Sam Sadi, CEO of LiveScore Group.

“By partnering with X and xAI, we are unlocking the ability to combine the world’s most dynamic real-time content platform with our mission to converge sports media and betting. This will redefine how fans experience live sport, empower new forms of interaction, and set a bold new direction for the future of our industry.”

Christopher Park, Director & Global Lead of Developer Platform at X Corp, commented:

“We are delighted to partner with LiveScore Group as they push the boundaries of sports engagement and innovation. This partnership highlights how X and xAI can empower forward-thinking companies to harness real-time data and AI to disrupt industries and deliver transformative experiences to users around the world.”

The collaboration will also introduce automated customer support capabilities, including automated responses to fan inquiries via X, designed to provide faster and more scalable customer service across LiveScore’s platforms.

LiveScore Group has established itself as a major force in the sports media and betting sectors under CEO Sam Sadi’s leadership since 2019. The company reported revenue of £179 million for the fiscal year ending March 2024, representing a 38% year-on-year increase, with gambling operations contributing £158 million of the total.

The UK remains LiveScore’s primary market, generating £139 million or 78% of total revenue. The company also operates in Ireland and Nigeria, with plans to launch in South Africa later this year. LiveScore serves over 100 million annual users across its digital platforms.