BETER has entered into a strategic partnership with FIRST – Best in Sports, a sportsbook supplier, to expand the availability of its esports and sports content. The agreement will see FIRST integrate BETER’s ESportsBattle tournaments, beginning with eFootball and eBasketball, along with the Setka Cup table tennis competitions.
BETER provides live streaming, real-time data and odds for around 700,000 events each year, covering up to 50 markets per event. Its esports portfolio features ESportsBattle competitions across eFootball, eBasketball, eHockey and eTennis, while its sports portfolio includes the Setka Cup table tennis series, BSKT Cup basketball league, GTR Cup tennis tournaments, padel, and official cricket events. The company works with organisations such as ESIC and IBIA to maintain integrity standards.
FIRST supplies a fully managed sportsbook designed for scale, precision and rapid rollout, supporting operators across Latin America, Europe and Africa. The partnership aims to combine BETER’s fast-betting content with FIRST’s sportsbook offering to enhance operator performance in multiple regions.
Both companies recently received recognition at the SBC Awards, where BETER won the Silver Award in the Live Betting Product category and FIRST was named Sportsbook Supplier of the Year.
Gal Ehrlich, CEO of BETER, said: “The partnership between BETER and FIRST brings together two pioneering providers committed to delivering next-generation betting experiences.
“FIRST has launched our collaboration by integrating a suite of our most popular products—EsportsBattle for esports and Setka Cup for sports—both proven to engage players and deliver the fast-betting thrills they seek.
“This is a great partnership, and our teams are looking forward to a fruitful collaboration.”
Tom Light, CEO of FIRST, added: “BETER’s fast-betting portfolio fits exactly what FIRST was built for: a high-performance sportsbook crafted by specialists.
“Together, we give operators a direct route to Tier-1 competitiveness, faster time-to-market, higher player engagement, and the confidence to go head-to-head with the biggest brands across LatAm, Europe and Africa from day one.”
