BETER, the award-winning provider of fast-betting content and data for esports and sports, has entered a strategic partnership with FIRST – Best in Sports, a leading Tier-1 sportsbook supplier.
As part of the collaboration, FIRST will integrate BETER’s popular ESportsBattle tournaments—starting with eFootball and eBasketball—alongside the world-renowned Setka Cup table tennis competitions.
BETER powers operators with 24/7 live streaming, real-time data, and ultra-accurate odds for around 700,000 fast-paced events annually. Each event features up to 50 markets with an average operator margin exceeding 7.5%.
Its esports portfolio spans ESportsBattle’s eFootball, eBasketball, eHockey, and the recently introduced eTennis. On the sports side, BETER covers the Setka Cup table tennis series, the BSKT Cup basketball league, GTR Cup tennis tournaments, Padel tennis, and official cricket competitions worldwide. All offerings are underpinned by strict fairness and integrity standards through partnerships with ESIC and IBIA.
FIRST – Best in Sports delivers a fully managed, high-performance sportsbook built for speed, scale, and precision. Serving operators across LatAm, Europe, and Africa, FIRST combines sharp pricing and risk management with advanced trading expertise, regional insights, and rapid deployment to help partners achieve Tier-1 competitiveness from day one.
Both companies were recently honored at the SBC Awards—BETER earning the Silver Award for Live Betting Product, and FIRST being named Sportsbook Supplier of the Year.
Gal Ehrlich, CEO of BETER, commented:
Our partnership with FIRST unites two pioneers dedicated to next-generation betting. FIRST has already launched with some of our most popular products—EsportsBattle and Setka Cup—both proven to boost engagement and deliver the fast-betting excitement players demand. We’re excited for a strong and successful collaboration.
Tom Light, CEO of FIRST, added:
BETER’s fast-betting portfolio aligns perfectly with our high-performance sportsbook model. Together, we provide operators with a direct route to Tier-1 success—faster market entry, stronger engagement, and the ability to compete with the biggest brands in LatAm, Europe, and Africa from day one.
