FIRST partners with Pixbet for launch of localized sportsbook in Brazil

Sportsbook technology provider FIRST – Best in Sports has signed a long-term partnership with licensed operator Pixbet to power a localized sportsbook in Brazil. The agreement aligns with the country’s new betting regulations and points to growing competition centered on technology and compliance rather than branding, FIRST said.

Brazil’s regulated betting market is prompting operators to invest in platforms designed for local users. FIRST’s sportsbook technology, developed in Latin America, is built around regional betting patterns, payment systems, and sports culture.

The platform includes native Portuguese UX, real-time PIX payment integration, and odds models tuned to Brazilian football tournaments such as the Brasileirão, Copa do Brasil, and Série A–C regional leagues.

“Pixbet isn’t just a market leader - it’s part of Brazil’s sporting DNA. Our partnership reflects a shared belief in high performance, innovation, and long-term alignment with regulation. Together, we’re setting a new standard for what the modern Brazilian sportsbook should feel like,” said Tom Light, founder and CEO at FIRST – Best in Sports.

FIRST’s regional network

FIRST’s agreement with Pixbet adds to its LATAM presence, where more than 35 operators already run on its platform. The company provides modular technology with automated systems designed to help operators manage operations efficiently while maintaining a localized user experience.

According to FIRST, its system is recognized for its flexibility, automation speed, and measurable impact on gross gaming revenue (GGR) and player engagement.

Pixbet’s technology integration

Pixbet, established in Campina Grande (PB) in 2020, is one of Brazil’s licensed betting operators known for its use of PIX-based payments and partnerships with over 29 football clubs across the country. Branded as “A Bet do Brasil,” the company has become a familiar name in Brazilian sports betting.

“Our sportsbook has gained remarkable traction since integrating FIRST’s technology. We’ve seen a clear shift in player preference from casino to sports, driven by a faster, more intuitive, and fully Brazilian experience. With FIRST’s Tier 1 expertise supporting us, we’re more confident than ever in the future of Pixbet,” said Diomar Tadeu Dantas, CEO at Pixbet.

Technology built in LATAM for LATAM

Both companies describe the collaboration as an effort to develop a sportsbook experience that aligns with Brazil’s regulatory environment while remaining rooted in regional technology and operational practices.

FIRST – Best in Sports provides Tier 1 sports betting technology and services to operators across South America and Europe. Its offerings combine automation, data analytics, and trading expertise to support performance, engagement, and retention across sportsbook operations.