LiveDuels fresh community approach on the sports betting landscape
Will Martin’s story begins with a simple observation: traditional sports betting wasn’t working for the people who actually wanted to play. Featured in of SiGMA Magazine, launched during BiS SiGMA South America 2025 in S?o Paulo. Martin, founder and CEO of LiveDuel, has built something different. The piece explores how Martin has taken a different path, building something that not only empowers users but also gives them a sense of influence rather than simply taking their money. His work reflects the belief that innovation and community matter more than quick wins.
When community goes viral
Martin’s approach with LiveDuel feels refreshingly different. Instead of operating like a traditional bookmaker where the house always wins, his platform gives users real ownership and participation. The numbers speak for themselves: LiveDuel’s TikTok filters have racked up over 700 million views and engaged more than 600,000 creators. For Martin, this isn’t just marketing success; it’s proof that people want to be part of something bigger than placing a bet.
The recognition came when it mattered most. Winning the SiGMA Pitch award brought what Martin calls “powerful social proof“, the kind of validation that opens doors. That award helped secure a $2.5 million fundraising round, money that Martin is using to scale operations ahead of the 2026 World Cup. He sees this tournament as a defining moment, not just for LiveDuel but for how the entire industry approaches sports betting.
Building something different
Martin’s background isn’t typical for someone running a sports betting company, and perhaps that’s exactly why LiveDuel works. He’s embraced decentralised finance principlessmart contracts, liquidity pools, things that sound complex but actually make the whole system more transparent. His Automated Market Maker and unified liquidity pool tackle longstanding problems in sports betting, creating something that works better for everyone involved.
What sets LiveDuel apart is how it supports other companies as well. The B2B infrastructure Martin has built lets other industry players build on his platform, creating a more connected marketplace. It’s not just about competition but about collaboration, a philosophy that runs through everything he does and makes the audience feel part of a larger community.
Martin’s approach boils down to something simple: “Choose to win, choose LiveDuel”. Each challenge presents an opportunity to move forward, guided by innovation, credibility, and a genuine commitment to the community.
The conversation continues at SiGMA Euro-Med summit in Malta this September (1-3), where gaming, technology, and investment leaders gather to shape what comes next in the industry.
