LiveScore Group joins forces with X and xAI

Key points: 

– The partnership joins LiveScore Group with X and xAI

– LiveScore Group will be using real-time information from X and advanced AI tools to enhance its betting products 

LiveScore Group has announced a new partnership with X and xAI. 

The agreement will see the sports media company utilising the social media platform and X’s AI capabilities to fully integrate its betting products with the scale and reach of Elon Musk’s tech firms. 

In practice, this means LiveScore Group will be able to leverage real-time content from X.com and advanced AI to create more intuitive and up-to-the-minute betting experiences. 

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

New products that will be available across LiveScore Group’s media and betting platforms include: Latest news integrated with punditry from fans and influencers, the ability to share bet slips and predictions directly into X, trading models that react to real-time developments on X and faster customer support. 

It is hoped that the increased capacity for personalisation from this integration will keep fans and bettors more engaged when using LiveScore Group betting platforms like Virgin Bet and LiveScore Bet. 

Good to know: In August this year, Virgin Bet secured an arrangement that saw them become the Official Presenting Partner of Goodwood Racecourse, a partnership that will run until the end of the 2025 season 

Sam Sadi, CEO of LiveScore Group, said: “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.” 

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Rory Calland

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Rory Calland is a journalist and Staff Writer at Gambling Insider, having joined the publication in June 2025. Based in the United Kingdom, he covers breaking news, industry developments and market trends across the global gambling and iGaming sectors.

At Gambling Insider, Rory reports on key commercial, regulatory and financial stories affecting operators, suppliers and stakeholders, producing timely analysis and exclusive coverage for the brand’s professional B2B audience. He has also showcased his reporting on notable industry developments such as major funding rounds, regulatory movements and market expansion.

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