LiveScore Bet has unveiled a new responsible gambling campaign, ‘Play With Control’, fronted by its European Brand Ambassador and former Premier League striker Dimitar Berbatov. The initiative launches in alignment with Safer Gambling Week across the UK and Ireland, running from 17 to 23 November.
Promoting Discipline and Safer Play
The campaign targets sports bettors and emphasises the importance of maintaining composure and making informed decisions when gambling. LiveScore Bet draws parallels between Berbatov’s famously calm playing style, including his 100% Premier League penalty conversion record, and the discipline required for responsible betting.
‘Play With Control’ encourages players to:
- Understand betting odds before placing a wager
- Use safer gambling tools such as deposit limits
- Take a measured, non-impulsive approach to betting decisions
Berbatov said: “Control has always been a big part of who I am. It’s the same with betting, you have to know your limits, take your time and stay in control. Enjoying the game responsibly is the best way to play.”
A Focus on Education and Player Tools
The campaign also highlights practical tools available within the LiveScore Bet ecosystem to help fans stay in control. According to Sam Sadi, CEO at LiveScore Group: “Our role is to ensure fans can enjoy their passion responsibly, with the right tools and support. Dimitar is the perfect ambassador to bring that message to life.”
Continued Expansion for LiveScore Bet
The initiative follows a year of significant growth for LiveScore Bet, including its role in launching Playbook Football in Nigeria and the UK. The brand continues to emphasise responsible play as it expands its footprint in key markets.
Sources: Gambling Insider, European Gaming
