LiveScore Bet Launches Total Betting Campaign and New Media Plan

The launch of the new campaign allows LiveScore Bet to preview a host of future products and advertising initiatives around the Total Betting platform. LiveScore Group CEO Sam Sadi expressed his enthusiasm for the launch of the TVC in Ireland, highlighting that Total Betting is a “seamless, informative, lively and rewarding proposition.”

Sadi said the Total Betting platform would allow users to enjoy a “unique, seamless and cutting-edge product at the heart of all the action.”

LiveScore Bet, which offers an enhanced betting experience to customers in the UK, Ireland, Nigeria and the Netherlands, worked with creative agency Amigo Partnership. The agency, which uses a combination of human and artificial intelligence, aimed to create an advertising concept that highlights the smooth and intuitive operation of the LiveScore Bet app and the overall Total Betting concept.

The agency’s creative director, Nick Withersby, explained that their task was to “creatively connect” the ease of playing Total Football with the “smoothness” and “great features and experience” of the LiveScore Bet app. The new TV ad has been described as “fast, smooth, connected and easy on the eye.”

The TVC will take viewers into the world of Total Betting, a new LiveScore Bet advertising campaign that will showcase the brand’s 25-year history of satisfying sports fans through a “simple, informative, vibrant and rewarding proposition.”

In addition to the launch of the new TVC, the company has also unveiled an “extensive media plan” that will leverage “premium sports programming” across the Sky Sports and RTE platforms. The new media plan will give the campaign “wide visibility.”

LiveScore Bet, along with media agency SparkFoundry, have partnered with Sky Sports to place the new TVC during key sports broadcasts, including English football, major golf tournaments, Premier League Darts and other entertainment programming.

Sky Sports' package, which includes both linear and on-demand platforms, is fully compliant with current regulations and will reach around 1.5 million male viewers in the new season.

RTE's package will also include advertising "around 22 free-to-air European Championship matches", covering all knockout games including the final, reaching around 40% of LiveScore Bet's target audience in Ireland.

Smart placement of advertising during popular sporting events will allow the brand to be strategically positioned to "engage passionate sports fans, increase brand awareness and engagement".

LiveScore Bet, one of the fastest growing betting brands in the UK, has been recognised at prestigious industry awards including ‘Best Mobile Product of the Year’ at the International Gaming Awards 2023 and ‘Rising Star’ at the EGR Operator 2022 and SBC 2022.

In April, LiveScore celebrated its 25th anniversary by releasing the ‘Evolution of a Fan’ report, which highlighted the changes in the football landscape over the last two and a half decades.

In September 2022, LiveScore entered into an agreement with Swiss media and technology company Ringier AG, resulting in a $57.4 million investment into the group.

Last month, LiveScore Group migrated the Virgin Bet brand to the Kambi platform, in line with their long-term plan to improve the user experience in sports betting.