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Case Study

How StreamAMG helped make LiveScore a football streaming destination

LiveScore is a global sports media business and one of the world's leading real-time sports update providers. Captivating users across 200 territories worldwide, the LiveScore app and website has established a reputation for fast, simple and reliable sports coverage.

In 2020, LiveScore set out to expand its offering by adding live football matches to its platform. With an innovative strategy that challenged traditional industry dynamics, they acquired major streaming rights to broadcast free-to-air, starting with the top-flight Serie A and Primeira Liga leagues for the UK and Ireland.

As a new entrant to sports OTT, LiveScore needed to integrate video technology into its sport update and results platform. As well as meeting broadcast-quality standards required to deliver live football into major markets, the viewing experience had to be seamlessly integrated into the LiveScore experience.

To provide the technology, expertise and industry know-how to turn its app into a football streaming destination, LiveScore turned to StreamAMG.

Launching free-to-air live streaming

To bring live matches to the LiveScore app, we worked with LiveScore’s team to guide development, integrate live streaming technology and provide operational services. Operating in the first lockdown brought on by the Covid-19 outbreak, we collaborated closely to provide everything required to offer live matches on LiveScore’s iOS and Android apps ready for the restarted 2019/20 season’s conclusion.

Leveraging the MediaPlatform OVP for live stream orchestration gave LiveScore full control over player management, geoblocking, content scheduling and other vital functions. LiveScore also benefited from StreamAMG’s custom event API, which automates fixture management and scoring. StreamAMG dedicated sports team took on live streaming operations from the company’s base at MediaCityUK.

Rapid growth, major rights and on demand content

Having broken into the streaming space LiveScore pushed ahead to add more live content with further top-flight rights for the 2020/21 season, adding the Dutch Eredivise, Chinese Super League and other rights in the UK and Ireland, as well as simulcasting one English Premier League fixture a week in Nigeria.

Meanwhile, we continued to work with LiveScore to actively enhance the platform, integrating our market-leading casting capabilities to make it simple for fans to watch live matches on the Smart TVs and connected devices of their choice.

In April 2021, less than a year after the initial launch, the service took another major step with the launch of Watch, a hub for on demand content and the biggest single development of the LiveScore app since its original launch. Bringing video content to all users worldwide for the first time, the new section also expanded LiveScore’s offering, with the advent of original content and interviews, exclusive previews and analysis shows.

The Watch section leverages our award-winning CloudMatrix automated content distribution system. This makes it simple to curate auto-updating playlists, collections and boxsets of content, with new uploads being pushed straight to every relevant feed according to custom rulesets. Users benefit from a slick, easy-to-navigate experience mirroring premium streaming services.

LiveScore: The new home of free-to-air football

LiveScore is now successfully established as a major player in sports streaming, giving football fans safe, trusted, reliable and legal live streaming. The unique service has proved incredibly popular with users; over 70% in the UK and Ireland having watched at least one live match on the app. Over 1,000 matches across 15 competitions have been shown live since the service was launched.

Thanks to continuous development in close collaboration with StreamAMG, LiveScore can rely on a robust and flexible platform for live streaming and a dedicated hub for on demand content. This means LiveScore can continue to grow their offering by adding more major rights to the service, including the ground-breaking agreement to show the UEFA Champions League free-to-air in Ireland, and keep fans coming back with a full range of shoulder programming.

By adding a wealth of live and on demand football content to its platform, LiveScore is now able to offer a one-stop shop for football fans to follow the game, and engage its global audience all season long.


"When we set out to enter the live streaming space with the LiveScore app, we knew we needed an OTT partner with extensive experience in sports streaming and an ambition for video innovation. StreamAMG's technology and expertise have been crucial in establishing a hugely successful service, and we're looking forward to working with their team to keep pushing the platform forwards."

Rob Brown, Head of Media, LiveScore Group

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