ball Addicts, the company behind the Live Score Addicts app, have announced a strategic partnership with Ihre Consulting.

The consultancy firm, founded by former online gaming executive Edward Ihre, will work on generating partnerships for the app, as well as selling advertising within it, with a focus on the online sports-betting sector.

Football Addicts CEO Patrik Arnesson said an official partnership was “merely a formality” after the firms had worked together successfully for the past six months.

Edward Ihre added: “The product is mobile, it is sports, it is live, and it is therefore highly relevant to primarily the sportsbook operators we are already working with on the affiliate side of our business.”

Live Score Addicts is a live score app which has been downloaded over 3.5 million times and boasts 2 million users.