BETER, a content and data provider for esports and sports, has announced a partnership with FIRST – Best in Sports, a sportsbook supplier.

Under the deal, FIRST will integrate select BETER fast-bet content, including ESportsBattle tournaments (initially eFootball, eBasketball) and Setka Cup table tennis events.

In a statement announcing the deal, 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.

BETER Allows Gamblers Round The Clock Betting

BETER produces over 700,000 events a year, offering 24/7 live streaming of its virtual esports contests and real sports matches.

The company recently expanded its esports offerings to include eTennis, adding to eFootball, eBasketball, and eHockey.

While its list of sports is expanding, it still lags behind competitors, such as Betby, which recently expanded its portfolio to 22 esports. Betby’s recent additions include eBoxing, eVolleyball, and eKabbadi in an appeal to Indian gamers.

In addition to virtual contests, it also organizes professional table tennis, cricket, padel, and tennis tournaments. On average, the company provides odds for 50 betting markets per event, as well as data to supplement streams.

FIRST Targets LatAm, Europe, and Africa With BETER Content

FIRST launched as a fully managed sportsbook provider in 2024. CEO Tom Light said the deal with BETER matches the company’s vision of offering companies a ready-to-go sportsbook platform.

Light states, “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.”

The sportsbook supplier has focused primarily on Brazil, powering over 35 operator brands in the country. It has also expanded into Peru, Mexico, Argentina, and Europe, primarily through deals with 10Bet and IGP.