“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.”
BETER has entered a strategic partnership with FIRST. This partnership involves FIRST's integration of popular ESportsBattle tournaments.
BETER and FIRST partnership
According to the official announcement, BETER's esports betting portfolio includes ESportsBattle tournaments for eFootball, eBasketball, eHockey, and eTennis. Meanwhile, its sports portfolio covers Setka Cup table tennis, BSKT Cup basketball, GTR Cup tennis, Padel, and cricket.
As for FIRST, it's a sportsbook supplier that helps operators in Latin America (LATAM), Europe, and Africa compete in terms of pricing, trading expertise, regional insight, and more.
"The partnership between BETER and FIRST brings together two pioneering providers committed to delivering next-generation betting experiences," Gal Ehrlich, the CEO of BETER, stated in the announcement. "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."
Tom Light, the CEO of FIRST, also shared his thoughts about the partnership. He stated that BETER's portfolio aligns well with FIRST's sportsbook.
"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," Light added.
BETER and ESportsBattle tournaments
Back in July 2025, BETER added the aforementioned eTennis option to its ESportsBattle portfolio. This addition also marked the company as the first supplier to introduce a fast-paced eTennis format to the market.
"Interest in tennis is incredibly high among players, and this has led to a huge surge in demand among sportsbooks for an esports version of the game," Ehrlich said.
Adam Conway, BETER's general manager of esports, shared some thoughts as well. "At BETER, we're committed to offering the best esports product suite in the market," he said. "That's why we're not only launching a never-before-seen eTennis offering, but also aiming to exceed 500,000 esports events annually across all four disciplines – a scale unmatched in the industry."
That's all for now. Stick around for more betting and iGaming news and updates.
