BETER Partners With FIRST to Power Fast-Betting Content

BETER, known for its fast-betting esports and sports content, has joined forces with FIRST – Best in Sports, a sportsbook supplier recognized for its speed and specialization. The collaboration links two companies that share a mission: delivering modern betting experiences that operators and players can trust.

Good to know

• BETER runs over 700,000 fast-betting events annually, streamed live with real-time data and precise odds.
• FIRST supplies fully managed sportsbooks for operators in LatAm, Europe, and Africa.
• Both companies were honored at the SBC Awards 2025, with BETER taking Silver for Live Betting Product and FIRST named Sportsbook Supplier of the Year.

FIRST will roll out BETER’s ESportsBattle tournaments—starting with eFootball and eBasketball—along with the Setka Cup, a world-famous table tennis series. These products are proven to engage fans who enjoy fast-paced formats and competitive betting markets.

Gal Ehrlich, CEO of BETER, explained the move:

“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.”

Inside the BETER Offering

The company’s esports portfolio covers eFootball, eBasketball, eHockey, and its newest format, eTennis. On the sports side, BETER powers the Setka Cup, BSKT Cup basketball league, GTR Cup tennis tournaments, and padel competitions, alongside coverage of official cricket leagues. Each event comes with live streams, accurate data, and up to 50 betting markets, designed for nonstop engagement.

BETER also puts fairness at the center of its operations through partnerships with ESIC and IBIA, ensuring transparency and integrity in every tournament.

FIRST Competitive Edge

FIRST specializes in sportsbook solutions built for scale, precision, and fast rollout. The platform combines sharp pricing models with regional expertise, allowing operators in diverse markets to compete on equal footing with established global brands.

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.”