A licensed sportsbook can advertise on livescore apps and websites (Sofascore, Flashscore, 365Scores and similar products) in three ways:
- Direct: book placements with the app's ad sales team.
- Through a specialist agency: use an agency that already holds direct deals with several apps.
- Programmatic: buy through private marketplace deals where the app allows gambling demand.
The formats that work best sit next to the live match: odds units, match-centre sponsorships, sticky banners and MPUs. Typical prices run from about $1–2.50 CPM in CIS markets to $4–10 in North America. Most Latin American and European inventory sits in the $1.50–6 range.
This guide covers the buying routes, the formats, what they cost by region, and what to check before you sign.
Why livescore audiences work for sportsbooks
People open a livescore app for one reason: to follow a match while it's happening. That makes them one of the most relevant audiences a sportsbook can reach:
- Intent is live. The user is watching scores, line-ups and in-play stats, often during the match the odds are about.
- Odds are already part of the experience. Many score apps show odds or prediction widgets, so a sportsbook placement reads as content, not interruption.
- Sessions repeat. Fans check scores several times per match and several times per week, which builds frequency without heavy spend.
- Targeting is natural. You can buy by country, by league or by match, and line up spend with the fixtures your customers bet on.
The trade-off is that the best placements are limited and are sold country by country. Most apps also only accept betting advertisers that are licensed in the market being targeted.
Three ways to buy livescore inventory
| Route | How it works | Best for | Watch out for |
|---|---|---|---|
| Direct with the app | Contact the app's advertising team, agree placements, dates and price, and sign an insertion order | Large brands buying one app in one or two markets | Minimum spends, separate contracts and reporting per app, slower set-up |
| Through a specialist agency | An agency with existing direct deals books several apps and markets under one contract | Operators that want several apps or countries, one brief and one report | Check that the agency names the exact apps and placements it is buying |
| Programmatic (PMP / deal ID) | Buy through a DSP using a private deal the app has opened for gambling demand | Teams with an in-house programmatic setup | Gambling is blocked on most open exchanges, so you need a deal set up first. Placement control is weaker |
Going direct with the app. Most large livescore products have a business or advertising page and a sales contact. For example, Sofascore publishes an advertising page and Flashscore sells through Flashscore Media. Expect to be asked for:
- your licence for each target market
- your creatives
- your budget and flight dates
Through an agency. This route makes sense when you want to test several apps or countries at once. An agency that buys directly from publishers can usually book faster, because the paperwork and approvals with each app are already in place. Ask for a plan that lists every app, format, country and price line by line.
Programmatic. This works when the app has opened a private deal for licensed gambling advertisers. It gives you automated buying and your own bidding. However, you rarely get the premium in-match placements this way. For the trade-offs, see direct publisher vs programmatic iGaming advertising.
Formats that work on livescore apps
| Format | Where it appears | Why it works |
|---|---|---|
| Odds unit / odds widget | Inside the match page, next to the score or line-ups | Shows real odds in context; the closest thing to native for a sportsbook |
| Match-centre sponsorship | "Presented by" branding on match or league pages | High visibility around specific fixtures or competitions |
| Sticky banner (320x50) | Pinned to the bottom of the app screen | Always in view while the user scrolls through scores |
| MPU (300x250) | Inside match lists and article pages | Standard, widely available, easy to produce |
| Interstitial (320x480) | Full screen between views | High impact. Use frequency caps so it doesn't annoy fans |
| Web formats (970x250, 300x600) | Desktop and mobile web versions of the app | Extra reach on large screens during big matches |
Two tips on creative:
- Keep the message tied to the match. A creative that shows the fixture and odds usually beats a generic welcome-offer banner.
- Every creative needs the age and responsible-gambling messaging your market requires.
For format sizes and creative best practice, see our guide to iGaming banner ads.
How much does livescore advertising cost?
Most livescore and sports-site inventory is sold on a CPM basis (cost per thousand impressions). Some premium placements are sold at a fixed monthly price. The ranges below are what advertisers typically pay, in USD.
| Region | Typical CPM | Notes |
|---|---|---|
| North America | $4–10 | High-impact formats up to about $15 |
| Latin America | $1.50–6 | Most sports sites around $3; app inventory often cheaper than web |
| Western Europe & UK | $1.50–3 | Premium placements up to about $6 |
| Central & Eastern Europe | $0.75–3 | High-impact formats at the top of the range |
| CIS & Caucasus | $1–2.50 | |
| South Asia | $1–5 | Wide spread between app and web inventory |
| Southeast Asia | $1–3 | |
| Africa | $0.50–1 | Premium placements up to about $4 |
Ranges are indicative, based on Impressax direct buys across more than 50 sports and news publishers in 2025–2026. Ranges for Central & Eastern Europe, South Asia, Southeast Asia and Africa are based on fewer publishers. Prices vary by format, season and match importance; this is not a quote.
What moves the price:
- Format: high-impact formats (300x600, 970x250, interstitials, sponsorships) cost more than a standard 300x250.
- Timing: derbies, finals and major tournaments push prices up and sell out early.
- App vs web: in several markets, in-app inventory is cheaper per impression than web, even though attention is often higher.
- Volume and length: multi-month bookings usually get better rates than one-off flights.
Minimum budgets. Direct deals commonly start at a few thousand dollars per market per month. Sponsorships of match centres or competitions sit higher and are usually priced as a fixed fee.
To compare these numbers against other ways of buying traffic, see where to buy iGaming traffic.
Licensing and market rules
Before any livescore app runs a sportsbook campaign, it will check that:
- You hold a licence for every country you target. Apps geo-target campaigns and won't run a market you can't show a licence for.
- The creative follows local rules, for example:
- age warnings (18+ or 21+ depending on the market)
- responsible-gambling messaging
- restrictions on bonus wording
- no content that appeals to minors
- The landing page matches the market. The licensed domain and the correct language.
- Tracking is approved. Click trackers and pixels may need sign-off from the app's ad operations team.
Rules differ a lot between markets. The UK, for example, has detailed creative rules; see our ASA and CAP gambling ad rules playbook. Build approval time into your plan: first campaigns often take one to two weeks from brief to launch.
What to put in your brief
Send the app or agency a one-page brief with:
| Item | What to include |
|---|---|
| Brand and licence | Operating company, licence numbers per market |
| Markets | Countries and languages |
| Timing | Flight dates, key fixtures or tournaments |
| Formats | Preferred formats (odds unit, sticky, MPU, sponsorship) |
| Budget | Test budget and budget to scale |
| Goal and KPIs | Reach, clicks, registrations, first-time depositors (FTDs) |
| Tracking | Tracking links, pixels, reporting frequency |
| Creative | Who produces it, sizes needed, approval contacts |
A short brief is enough to get a media kit and a first plan. For setting KPIs that go beyond clicks, see our iGaming advertising KPIs framework.
Plan a livescore campaign with Impressax
Impressax buys ads directly from sports, livescore and news publishers for licensed casino and sportsbook operators, across Latin America, Europe, CIS and Asia. Send us your markets and dates, and we'll come back with a named-placement plan: app, format, country and CPM line by line.
Book a 30-minute call · Request the media kit · See our direct media service.
Common questions
Can any sportsbook advertise on Sofascore or Flashscore?
Only licensed operators, and only in markets where they hold a licence and the app accepts betting advertising. Each app sets its own policy, so confirm it market by market.
Is it cheaper to buy directly from the app or through an agency?
Prices per impression are often similar. Agencies add a margin, but they can bundle several apps and markets, handle approvals and creative, and give you one report. Going direct suits large single-app buys.
Can I buy livescore inventory programmatically?
Sometimes, through a private deal (PMP / deal ID) that the app has opened for gambling advertisers. Gambling ads are blocked on most open exchanges, and the premium in-match placements are usually sold direct.
What's the minimum budget?
Direct deals typically start at a few thousand dollars per market per month. Smaller tests are possible on some apps through agencies that already buy in volume.
Which format performs best?
For sportsbooks, odds units and sticky banners next to live matches tend to drive the most relevant clicks. Sponsorships work best for brand presence around specific competitions. Test two or three formats in the first month and move budget to the one with the lowest cost per FTD.
How long does it take to launch?
Usually one to two weeks for a first campaign: licence checks, creative approval and tracking set-up. Repeat campaigns can launch in a few days.