FIRST partners with BETER to expand esports and sports betting content

BETER, a provider of fast-betting content and data for esports and sports, has entered a strategic partnership with sportsbook supplier FIRST – Best in Sports, bringing the company’s esports and sports products to a wider operator network.

Under the agreement, FIRST will integrate BETER’s ESportsBattle tournaments, initially covering eFootball and eBasketball, along with the Setka Cup table tennis series. BETER delivers live streaming, real-time data, and odds for around 700,000 fast-paced events annually, offering up to 50 markets per event with an average operator margin above 7.5%.

BETER’s esports portfolio features tournaments in eFootball, eBasketball, eHockey, and eTennis, while its sports content includes Setka Cup table tennis, BSKT Cup basketball, GTR Cup tennis, Padel, and official cricket tournaments worldwide. The provider ensures transparency and fairness through partnerships with the Esports Integrity Commission (ESIC) and the International Betting Integrity Association (IBIA).

FIRST provides fully managed sportsbooks designed for speed, scale, and precision, helping operators in Latin America, Europe, and Africa compete from launch day with deep trading expertise, regional insight, and rapid rollout capabilities.

Both companies were recently recognised at the SBC Awards, with BETER receiving the Silver Award for Live Betting Product and FIRST 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, 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.”