Founded in 2006 by a group of Czech sports enthusiasts, Flashscore is a popular live sports scores and news service owned by the Livesport Group – a successful marketer, affiliate and operator in the sports betting industry, writes Lauren Harrison.
From humble beginnings as a football/soccer only site, Flashscore has expanded to become one of the most trusted resources for sports information worldwide.
Today, it serves over 115 million users, providing real-time sports scores, statistics, and fixtures for more than 35 sports on more than 70 fully localised websites for users from every corner of the globe. Indubitably, it’s the go-to option for sports fans and professionals seeking detailed and reliable sports stats.
Joining us in the iGamingFuture studio today is Livesport Group CEO, Pavel Krbec.
Pavel, named on the Forbes 2024 Top CEOs list, joined the company two-years-ago and draws on a background embracing research, technology, digital media and financial services to offer a unique–yet succinct–take on the industry.
Read on as Pavel and iGF’s Head of Content Curtis Roach discuss the evolving nature of content and engagement, how the sportsbook customer journey is changing, and explore the future of affiliate marketing.
Flashscore sits at the intersection of live sports data, betting and fan engagement. How do you see the future sportsbook customer journey evolving, and what role will real-time data and UX design play in shaping it?
“The journey will be faster, simpler, and built on real-time data. We already show live odds next to scores, stats and editorial, so users don’t need to switch apps.
“Beyond that, we’ve integrated our news straight into the product. You’ll see timely reporting, analysis and context right on match pages, so users can jump from live stats to relevant news without leaving the experience. Everything’s in one place.
“Next, we’ll focus on clear, player-centric insights delivered at the right moment and a clean interface that removes noise.
“Accurate data drives the experience; good UX makes it usable and responsible. Our job is to provide speed, clarity, and trust.”
With younger audiences demanding faster, more personalised interactions, what new trends in content engagement should operators and affiliates prepare for over the next three- to five-years?
“Younger fans are shifting toward player-first fandom and expect instant, tailored updates.
“The content that wins will be event-triggered, concise and effortlessly personal. Think live, player-led insights that adapt to each user’s preferences and highlight only what matters at that moment.
“Products should feel personalised from the start. During live play, the experience must be dynamic and responsive by default.
“Operators and affiliates should prepare for products that feel personalised out of the box, with clear, responsible framing around any betting prompts.”
Affiliates are no longer just traffic drivers. They’re also, increasingly, content creators and customer educators. How do you see the role of the affiliate transforming in the sports betting ecosystem?
“Affiliates are becoming trusted advisors. At Flashscore, we create data-led content that explains odds, form and bookmaker choice, and we publish human expert and AI previews based on transparent data.
“The value now lies in educating rather than hyping, by integrating context naturally within live sports environments and promoting sustainable behaviour.
“The affiliates that lead are those that prioritise clarity, transparency and user-trust over short-term gains.”
How can sports-related content be better leveraged to bridge casual fans with betting platforms without undermining player protection?
“It starts with responsible design and the right partners.
“We collaborate with operators that put player protection at the centre. And we embed betting context that informs rather than interrupts.
“That means clear information in the right context, visible safer gambling tools, strong age checks – and data-backed content that sets realistic expectations.
“This way, casual fans can engage confidently without compromising safety.”
Editor’s Note:
Flashscore’s progression from a simple live score site to a global stats, news and marketing powerhouse is impressive and demonstrates how modern sports media and patterns of engagement are changing.
Fans want more than just updates: They want integrated, real-time, data-driven insights and personalised products that are dynamic, responsive and predictive.
Like many across the industry, Pavel Krbec believes the future lies in personalisation, with younger audiences expecting on-demand experiences where every interaction feels contextually relevant.
Importantly, he highlights the role of responsibility for affiliates, who are evolving from chasing clicks to becoming ‘trusted advisors’ who educate and build consumer confidence.
By producing transparent content and prioritising partnerships with responsible operators, Pavel believes the leading affiliates are those who “put clarity, transparency and user trust ahead of short-term gains”.
