7Games, Betão, and R7 launch sportsbook powered by FIRST.bet in Brazil

7Games, Betão, and R7 have gone live with a full sportsbook powered by FIRST.bet.

The three brands are operated by OIG Gaming Brazil Ltda, one of the country’s largest casino-focused betting groups. The rollout brings sportsbook capabilities across all three brands, extending beyond their established casino offerings.

As part of the deployment, 7Games has developed its own sportsbook front end using SportOS, the FIRST.bet operating system, with the underlying trading infrastructure, pricing engine, live markets, and risk systems provided by FIRST.bet.

FIRST.bet’s sportsbook is tailored specifically for the Brazilian market, including Portuguese-language localization, odds modeling optimized for Brazilian leagues, and integrated live betting and trading systems intended to support national-scale demand.

"Brazil is not a market you can grow into slowly. The product has to work from day one," said Fernando Oliveira Lima, Founder and CEO of 7Games. "FIRST.bet gave us a sportsbook that already fits this market, so we could focus on our players instead of fixing the technology underneath them."

“Brazil rewards operators who get the product right and punishes the ones who don’t,” said Tom Light, Founder and CEO of FIRST.bet. “7Games already commands serious traffic on the casino side. Now they have a sportsbook built to hold up under that kind of pressure, on their own front-end, running on our engine. That is exactly what SportOS was built for.”