LiveScore Group has appointed Enteractive to boost player reactivation across its two sports betting and online casino brands.
Enteractive will work alongside LiveScore Bet and Virgin Bet with the focus on encouraging players who have signed up but not yet placed a bet to become active, as well as motivate players who hold lapsed accounts to re-engage.
The Malta-headquartered firm are specialists in player conversion and reactivations services, with a strategy that focusses on personalised engagement for the user.
To that end, the company developed its proprietary (Re)Activation Cloud Platform which combines advanced technology with personal interaction.
Pedram Padidar, Enteractive’s chief operating officer, said: “Effective reactivation isn’t just about re-contacting players, it’s about knowing when and how to engage in ways that feel relevant and personal.
“That’s where we can add real value.
“Our role will be to complement their CRM strategy with a more personal approach, helping to reconnect with players in a way that puts the user experience first.”
At present, Enteractive returns an average of 20,000 players monthly to a range of partners, having engaged with 12 million players last year.
About LiveScore Group
LiveScore Group was established in 2019 and is home to the live football scores app, LiveScore, as well as the sports betting apps LiveScore Bet and Virgin Bet.
LiveScore Bet has registered players in the UK, Ireland, Nigeria and Bulgaria while Virgin Bet is offered exclusively as a UK sports betting site and online casino.
Dominic Vye, director of both LiveScore Bet and Virgin Bet, said: “Partnering with Enteractive allows us to broaden our service offerings and engage our audience in new and exciting ways.
“Enteractive’s personalised approach to player engagement stands out in its ability to deliver real impact.
“This one-on-one approach will help us re-engage audience segments which we’ve found respond better to the more personal touch.”
LiveScore’s 2025 UK Football Fan Survey
Today, LiveScore has published the results of a UK football fan survey in which it questioned over 3,000 fans aged over 18 about their football experiences in 2025.
The YouGov survey was conducted in April of this year with the intention of identifying the key factors affecting fan enjoyment of football.
Among the findings was support for clubs on the lower divisions of English football is dictated more by local identity, with 77% of League Two fans supporting the club most local to them.
Moving up the leagues, allegiance is determined more by family ties, with just 30% supporting their nearest Premier League club while 45% followed a top-tier side because of family ties to the club.
Other top lines include:
- 67% of fans support a Premier League club while 57% of them also follow the fortunes of a second team.
- 81% of fans don’t consider tickets to games as good value for money.
- 1 in 10 rely on free highlights or illegal streams to watch football.
- 37% of fans miss matches entirely due to lack of relevant TV subscriptions.
- Just 34% say they are satisfied with the number of games they get to see live.
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
