FIRST, L&W, and OpenTag launch joint B2B solution across multiple jurisdictions

A new B2B partnership between FIRST, Light & Wonder (L&W), and OpenTag is bringing together sportsbook technology, casino content aggregation, and platform services under one integrated deal, with 10Bet as the first operator to implement the combined offering across multiple jurisdictions.

The alliance combines FIRST’s sportsbook technology, L&W’s content and aggregation capabilities, and OpenTag’s platform to create a unified solution for regulated markets in LatAm and globally. The offering covers sportsbook, casino aggregation, original content, and platform deployment in a single package.

FIRST will provide its sportsbook solution designed for latency-free pricing, risk management, and scalable operations. L&W will supply gaming content from its in-house studios, including ELK, known for the Pirots series, and L&W studios, recognized for franchises such as Huff N’ Puff. L&W’s aggregation platform will also integrate third-party titles for an extended casino catalog. OpenTag’s platform will serve as the central hub for integration, compliance, and user experience across sportsbook, casino, and live content channels.

10Bet Head of Marketing Yuval Klein said: “This partnership gives us unmatched access to world-class sportsbooks, elite gaming content, and a rock-solid platform backbone. We can use this offering to expand into new markets, delivering consistent, high-quality experiences and grabbing market share.

"This strategic combination marks the first deployment of a truly comprehensive B2B offering – spanning sportsbook, casino aggregation, original content, and platform – under one integrated deal.”

Magdalena Podhorska Okolow, vice president commercial and managing director for Europe at L&W, said the company is focusing on Latin America and collaborating with established providers like FIRST.

“Light & Wonder is thrilled to have been selected to provide casino content exclusively to operators that will benefit from this best-in-class sports and casino turnkey package," said Podhorska. "We are proud that L&W’s gaming aggregation technology will help set a new standard in the turnkey service that targets operators with the highest ambitions and growth plans."

Meanwhile, FIRST CEO Tom Light said the alliance delivers a unified Tier 1 solution that combines the capabilities of each company.

“By combining FIRST’s sportsbook excellence, L&W’s game innovation and aggregator tech, and OpenTag’s full platform suite, we are delivering Tier 1 solution architecture under one unified partnership,” Light explained. “10Bet’s fast adoption across multiple jurisdictions demonstrates both the global demand and turnkey readiness of our offering.”

“With the 10Bet integration underway, this partnership signals a new era of Tier 1 B2B engagement – fast to market, easy to deploy, and built for scale in emerging regulated gaming territories,” he added.