BAR 1 Betting has entered into a partnership with BETER to expand its igaming offering through the integration of esports betting content.
The agreement enables BAR 1 Betting to offer BETER’s ESportsBattle tournaments, with eFootball and eBasketball among the first disciplines to be made available on the operator’s platform. The integration forms part of a broader igaming strategy to diversify content and increase engagement through fast-paced betting formats.
BAR 1 Betting, which was established in 1995 as a retail bookmaker in Dundalk, has expanded its operations across Ireland and launched its online igaming platform in 2018. The addition of esports content reflects ongoing changes in igaming, where operators are incorporating alternative betting products alongside traditional sports markets.
BETER’s ESportsBattle offering includes a high volume of short-format events across multiple disciplines, including eFootball, eBasketball, eHockey and eTennis. The supplier delivers a large number of events annually, with multiple betting markets per event, alongside trading and odds services designed for continuous availability.
In addition to tournament content, BETER provides an esports odds feed covering pre-match and live events across a wide range of competitions. The integration allows BAR 1 Betting to access both content and data services through a single supplier, supporting the expansion of its igaming sportsbook product.
The partnership reflects broader igaming trends in Europe, where operators are increasing their focus on esports and high-frequency betting formats to complement existing offerings and attract different user segments.
Gal Ehrlich, CEO of BETER, said: “As the leading provider of live streams, live data, and odds for the betting industry, we’re delighted that BAR 1 Betting has chosen BETER to provide its bettors with premier eFootball and eBasketball offerings.”
“With BAR 1 being one of Ireland’s most respected and well-loved sportsbooks, this partnership allows us to bring our award-winning esports content to a wider audience across regulated markets. At the same time, we look forward to supporting BAR 1 Betting in further strengthening its position as a leader in odds, event coverage, and betting opportunities.”
Barney O’Hare, CEO of BAR 1 Betting, said: “From day one, BAR 1 Betting has been built on a customer-first philosophy. When our customers speak, we listen so when they asked for more esports content, we knew BETER was the ideal partner.
“With its reputation for innovation, extensive coverage, and reliable delivery, BETER stands out as a true leader in the esports space. By adding its eFootball and eBasketball content to our platform, we’re confident we can further enhance the online betting experience for our customers.”
