LiveScore CEO discusses the challenges of overregulation and the “insatiable” demand for sports content from users.

LiveScore Group CEO Sam Sadi is considering the use of generative AI to meet the “insatiable demand for content” from sports fans. Reflecting on the company’s entry into the Dutch iGaming market, Sadi admits that under today’s stringent regulations, they might have reconsidered the move.

Sadi highlights the significant evolution in betting behavior, noting that “Betting has moved towards the recreational, socially acceptable way to consume sports.” He explains that users now gravitate towards more entertainment-focused betting options, such as bet builders and same-game parlays (SGPs), as they engage with sports in a more detailed manner. This shift has led to an “almost insatiable demand for content,” which Sadi acknowledges is expensive to produce at scale. He suggests that generative AI could be a solution, saying, “We’re not too far away from being able to do that at scale with the use of genAI.”

On the topic of market expansion, Sadi emphasizes the importance of a stable regulatory environment. He notes that while LiveScore Bet is available in the UK, Ireland, Nigeria, and the Netherlands, their expansion into new markets has slowed due to overregulation and rising costs. Reflecting on the Netherlands, Sadi admits, “I may not have entered the market under its current regulatory regime,” pointing out that increasing compliance costs are pushing mid-tier operators to the brink of exit.

Despite these challenges, Sadi remains optimistic about expanding in Africa, particularly in South Africa, where the regulatory environment strikes a balance between consumer protection and growth opportunities. He also sees potential in Kenya and Ghana, describing them as “well established, regulated markets.”

When discussing competition in the convergence of sports media and betting, Sadi believes the term “convergence” is often used too loosely. He distinguishes LiveScore’s approach from others, saying, “Not every type of sports media has the propensity to converge.” He notes that while some competitors, like DAZN and The Score, are navigating convergence in their own ways, LiveScore’s focus is on serving its media consumers who are already betting on various platforms. “At the receiving end of that audience, you need to have a sportsbook that is just as good or better than the market leaders,” Sadi explains, underscoring the importance of delivering a top-notch betting experience to complement their strong media brand.