NEXT.io Podcast Sam Sadi: 4 industry trends to pay attention to
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Jun 12, 2025 
Sam Sadi, CEO of LiveScore Group, dives into the online sports betting industry, drawing on his rich 30-year journey. He unveils four pivotal trends: the potential of Southeast Asia, the transformative power of AI, the importance of innovation over mere incrementalism, and the looming challenge of black market competition. Sam emphasizes the need for strategic advantages in a saturated market while discussing the struggles many new sportsbooks face. He champions the integration of media with betting, urging for proactive adaptation to stay ahead.
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Sam Sadi's Early Career Journey
- Sam Sadi began his sports betting career inspired by his bookie roommate in university and his passion for sports and math.
- Starting in the late 90s, he built one of the first sports betting sites targeting Turkey, eventually leading to Betenwind acquiring his business.
Integrate Sportsbook with Media
- Integrate a sportsbook with a popular sports media app to keep profits and reinvest in engagement.
- Offering embedded, smooth betting experiences within a media app like LiveScore converts more users than traditional affiliate models.
Customers Adapt Quickly to Complexity
- Sports betting products evolve to meet customer demand for complexity; novice users adapt faster than expected.
- Simple betting products serve niches but most users prefer comprehensive offerings from established operators.