LiveScore Bet has unveiled a new responsible gambling campaign titled “Play With Control”, led by its European Brand Ambassador and former Premier League star Dimitar Berbatov. The initiative officially launches during Safer Gambling Week, which runs from 17–23 November across the UK and Ireland, reinforcing the operator’s commitment to player protection.
Promoting Calm and Control in Sports Betting
The campaign focuses on reminding sports bettors of the importance of staying in control while wagering. According to LiveScore Bet, this mindset reflects Berbatov’s iconic composure during his football career. Known for his controlled playing style, the Bulgarian striker maintained a flawless penalty record in the Premier League, scoring all nine penalties he took.
Because of this, the campaign highlights how values such as preparation, focus, and emotional discipline — which defined Berbatov’s success on the pitch — can also help bettors make smarter, safer decisions. It encourages users to understand betting odds, utilize tools like deposit limits, and avoid impulsive wagering.
Berbatov Encourages Fans to Stay in Control
Sharing his motivation behind the initiative, Berbatov emphasized how control has shaped his career and personal life. He explained that staying calm under pressure helps fans make better choices when betting as well. For him, responsible play means knowing your limits, taking time before placing a wager, and always prioritizing enjoyment over risky behavior.
He added that the campaign serves as an important reminder: maintaining control is the best way to experience both sport and betting.
LiveScore Bet Reinforces Its Responsibility to Players
LiveScore Group CEO Sam Sadi expressed that fans engage with LiveScore Bet to enhance their passion for sports. However, he stressed that the brand must ensure that excitement remains safe and enjoyable. He noted that “Play With Control” shows how a measured approach — combined with helpful tools and proper understanding of odds — can significantly support responsible gambling behavior.
Continued Growth Supported by Stronger Player Protection
The campaign follows a year of rapid expansion for LiveScore Bet, including its participation in the launch of Playbook Football in both Nigeria and the UK. As the brand continues to grow, it aims to strengthen its responsible gambling message and further protect players across different markets.
