Esports content and betting provider Beter has secured vendor registration in Florida, enabling the company to offer its products through Hard Rock Bet. 

The company announced its approval, stating that the Seminole Tribe of Florida granted its registration.

Chuck Robinson, Chief Revenue Officer at BETER, said: “Securing vendor registration in Florida is another major milestone for BETER and a clear signal of our growing momentum across regulated U.S. markets.”

Following the approval, the tribe’s online betting platform Hard Rock Bet has gone live with Beter’s table tennis tournament, the Setka Cup. 

Robinson added, “Launching Setka Cup with our partner Hard Rock Bet is particularly significant, as it allows us to introduce our fast-betting content to Florida bettors through a highly trusted sportsbook platform.”

Partnership Will Expand In ‘Near Future’

Florida becomes the fifth state to offer Setka Cup betting in the US. Beter also said its partnership with Hard Rock Bet will expand in the near future to offer Florida bettors more of its esports products. 

Robinson stated, “We see strong long-term potential in Florida and are excited to continue building our presence here. Our esports content, particularly EsportsBattle, will also be going live soon, further enhancing the overall betting experience in the state.”

Beter has formed several new partnerships this year, most recently with MeridianBet. It has also partnered with Entain CEE and FIRST. These companies are largely operational in Eastern Europe and Latin America; the partnership with Hard Rock Bet could be a significant step in their expansion in the US. 

Valeriia Tarchynska, Chief Legal Officer at BETER stated, “This approval further supports our broader U.S. expansion plans as we continue securing licenses and launching our products in key regulated states, including Ohio, Arizona, Kentucky, and others.”

Hard Rock Bet Offering More Gambling Options 

The integration of Beter’s products marks a further expansion of Hard Rock Bet’s betting options. The platform has exclusive rights to offer online sports betting in Florida under a compact signed in 2021. 

Despite initial opposition claiming the deal signed with Florida Governor Ron DeSantis requires voter approval, Hard Rock Bet won an appeal and relaunched online sports betting in 2023. 

The tribe is now exploring further ways to expand its range of betting options for users. In October, the tribal gaming group launched “Games powered by Past Motor Races.”

Opponents claim that the simulated games are slots in disguise, but the tribe says they are a form of sports betting, as results are based on past motor racing events. 

Thus, the expansion into esports and simulated sporting events with Beter could be met with further opposition.