BETER enters into partnerships with Entain and FIRST
This week, global esports betting data provider BETER signed two significant agreements. First, the company will supply esports and fast betting content to two Entain brands in Central and Eastern Europe. Second, it has formed a strategic alliance with betting provider FIRST.
The European-based content provider offers up to 50 betting markets for each event, providing real-time data, 24/7 streaming, and dynamic odds for 700,000 competitions per year. In collaboration with industry organisations ESIC and IBIA, which ensure the integrity and transparency of betting, it creates the content with responsible gaming principles in mind.
Fast betting for Eastern European players
Under the terms of the partnership with Entain, BETER will provide ESportsBattle tournaments to online bookmakers SuperSport in Croatia and STS in Poland. The offering includes the company’s eFootball, eBasketball, eHockey, and recently launched eTennis products, as well as the Setka Cup table tennis tournament series.
BETER CEO Gal Ehrlich is delighted to welcome Entain CEE to the company’s growing list of partners: ‘This partnership reflects the demand for our products among industry leaders.’ He noted that the company’s dynamic product suite sets the standard in the iGaming industry. The team is looking forward to working closely with the SuperSport and STS brands to develop the Croatian and Polish markets further.
According to Erlich, fast-betting content has become essential for operators seeking to attract the next generation of players. Ivan Gožić, Director of Sports Betting at Entain CEE, also emphasises the importance of microbetting content: ‘Fast-betting is a must for operators seeking to provide players with a new generation experience.’
Esports for Latin American and African bookmakers
Sports betting provider FIRST has also decided to add BETER’s ESportsBattle competitions and the Setka Cup tournament series to its sports betting portfolio. By providing fast betting options and real-time interaction, FIRST aims to give its customers the opportunity to strengthen their position in Latin America, Europe, and Africa.
FIRST offers operators a fully managed betting platform. Thanks to the new partnership, its operators gain access to competitive prices, local expertise, and rapid implementation of BETER content. All these tools contribute to increased player engagement.
As Ehrlich noted, the collaboration brings together two pioneers in fast betting. The partnership also reflects the recognition of both companies at the SBC Awards: BETER won silver in the ‘Live Betting Product’ category, while FIRST won the title of ‘Sports Betting Supplier of the Year.’
Industry recognition and Asian market entry
BETER’s esports portfolio includes ESportsBattle competitions in football, basketball, hockey, and tennis. It also consists of the Setka Cup table tennis league, the BSKT Cup basketball league, the GTR Cup tennis competition, padel tennis, and extensive global cricket coverage.
At the recent SiGMA Asia summit, Chuck Robert Robinson, BETER’s Chief Revenue Officer, spoke to SiGMA TV in an exclusive interview about how the company was preparing to enter the rapidly growing Asian sports betting market. Robinson confirmed the launch of two new esports products: cricket, explicitly created for Asian fans, and the first in-house padel tennis tournaments, organised entirely by the company. The first broadcasts began at the end of June.
BETER’s partners include such big names in the industry as Betano, Altenar, and bet365. The company is already actively working in Latin America, Europe, and North America, and is now focusing on Asia. According to Robinson, the company’s strategy is not based on simply exporting existing products, but on customisation:
“The main thing here is adaptation to specific markets. Asia has its own characteristics and preferences, and we are working with operators to adapt to them. Sometimes this means adjusting trading models to take into account the local behaviour of players,” Robinson explained. This flexibility is ensured by complete control over the production cycle, from content creation to delivery.
This article was first published in Russian on 3 October 2025.
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