North Carolina entry fuels BETER’s esports expansion
BETER, the Europe-based provider of fast-betting content, data, and odds across esports and sports, has secured regulatory approval to launch its sports betting offerings in North Carolina, furthering its expansion in the United States.
The authorisation, granted by the North Carolina State Lottery Commission, allows BETER to offer its Setka Cup table tennis tournaments, including live data feeds and live streaming, to licensed operators in the state. North Carolina becomes the sixth US jurisdiction where BETER content is approved, following New Jersey, Florida, Indiana, Iowa, and Colorado.
In an exclusive comment to SiGMA News on the development, Chuck Robinson, Chief Revenue Officer of BETER, said North Carolina represents a strategically important step in both verticals.
“With respect to North Carolina, this is a big win, as it allows us to fulfill the needs of existing clients such as bet365,” Robinson said. “It also gives us the opportunity to expand our client portfolio with three to four additional top-tier operators in the state, while continuing to build trust around our fast-betting products.”
Expanding the EsportsBattle portfolio
Setka Cup is already live on bet365’s North Carolina platform, with additional operator integrations expected in the coming months. The product offers continuous table tennis competitions designed specifically for fast betting, a segment that has gained traction as operators look to supplement traditional sports calendars.
“It provides us the opportunity to expand our client portfolio with 3 – 4 additional top tier operators in that state.”
– Chuck Robinson, Chief Revenue Officer, BETER
Speaking over the EsportsBattle portfolio, Robinson added, “We are also in the process of obtaining approval for our globally recognised EsportsBattle efootball, ebasketball, & ehockey, which provides +500,000 events annually of fast-paced events to our partners’ platform. For which we have already received approval in 4 states, with an ambitious roadmap to add an additional seven states in 2026.”
For the unaware, BETER supplies 24/7 live streaming, real-time data, and odds across more than 700,000 events annually, spanning sports and esports disciplines. Events typically support up to 50 betting markets per match and are overseen by a dedicated integrity team, a factor regulators increasingly scrutinise when approving non-traditional betting content.
North Carolina’s foray into sports betting
North Carolina’s approval comes less than a year after the state launched online sports betting in March 2024, marking a major expansion of its regulated gaming market. In its first full year, the state recorded more than $5.5 billion in betting handle, placing it among the fastest-growing newly regulated US markets.
The state applies an 18 percent tax on gross wagering revenue, with proceeds directed towards education, amateur athletics, and gambling harm programmes. Up to eight online sportsbook licences are permitted, creating a competitive but closely regulated environment. Major national operators, including DraftKings, FanDuel, and BetMGM, entered the market shortly after launch.
At a national level, the US sports betting market continued robust growth into 2025, with legal sportsbooks generating a record $13.7 billion in revenue in 2024 and legal betting authorised in 38 states plus Washington, D.C. as of early 2025.
For suppliers, these conditions have increased demand for fast-settling and always-on betting products. Robinson said this shift has been consistent across states where BETER is live. “We are already seeing strong demand for fast-betting content in the US,” he said. “Operators want products that perform year-round and meet regulatory expectations around integrity and transparency.”
Navigating the US’ state-by-state regulatory framework remains complex. Valeriia Tarchynska, BETER’s Chief Legal Officer, said securing approval in North Carolina reflects the company’s ability to operate within differing regulatory standards. She said, “We have had constructive engagement with state regulators, which is essential when expanding responsibly.”
Seeking approval in Ohio and more
Looking ahead, BETER plans to seek approval in additional regulated states, including Ohio, Kentucky, and Arizona, with the aim of adding up to seven more US jurisdictions by the end of 2026.
Robinson said maintaining regulatory confidence would remain central to the company’s US strategy. “Growth matters, but trust matters more,” he said. “Products like Setka Cup and EsportsBattle have gained acceptance because they are monitored, transparent, and built to meet regulatory expectations.”
As newer markets such as North Carolina continue to mature, analysts expect competition among suppliers to intensify, particularly in fast-betting and esports-adjacent verticals.
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