Key Moments:
- BETER partnered with FIRST – Best in Sports to offer its esports and sports products to a wider network of operators.
- The agreement includes the integration of BETER’s ESportsBattle tournaments and Setka Cup table tennis into FIRST’s platform.
- Both companies received recognition at the SBC Awards, with BETER earning Silver for Live Betting Product and FIRST winning Sportsbook Supplier of the Year.
Strategic Partnership Overview
BETER, a fast-betting content and data supplier for both esports and sports, has reached a strategic agreement with sportsbook provider FIRST – Best in Sports. This collaboration aims to bring an expanded suite of betting content to more operators worldwide.
Expanded Betting Content and Integration
FIRST will now incorporate BETER’s ESportsBattle tournaments, initially covering eFootball and eBasketball, as well as the Setka Cup table tennis competitions into its offerings. BETER provides live streams, up-to-the-minute data, and odds for approximately 700,000 high-speed events each year, presenting up to 50 betting markets per event and maintaining an average operator margin above 7.5%.
Diverse Esports and Sports Offerings
BETER’s esports portfolio includes tournaments for eFootball, eBasketball, eHockey, and eTennis. Its broader sports portfolio features Setka Cup table tennis, BSKT Cup basketball, GTR Cup tennis, Padel, and sanctioned cricket tournaments across the globe. The company prioritizes integrity and fairness, collaborating with the Esports Integrity Commission (ESIC) and the International Betting Integrity Association (IBIA).
FIRST’s Market Approach
FIRST offers fully managed sportsbook solutions designed for speed, scalability, and accuracy, supporting operators in Latin America, Europe, and Africa. Its services enable rapid launches, deep trading expertise, and tailored regional approaches.
SBC Awards Recognition
At the recent SBC Awards, BETER was awarded the Silver Award for Live Betting Product, while FIRST secured the title of Sportsbook Supplier of the Year.
Executive Commentary
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, said: “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.”
Content Offerings Overview
| BETER Esports | BETER Sports |
|---|---|
| eFootball | Setka Cup Table Tennis |
| eBasketball | BSKT Cup Basketball |
| eHockey | GTR Cup Tennis |
| eTennis | Padel |
| Cricket (official tournaments worldwide) |
- Author
Daniel Williams
