BETER expands into Indiana and Iowa with Bet365

BETER, the internationally recognized provider of fast-betting content, live streaming, and data-driven solutions, has reached another milestone in its ambitious North American expansion strategy. The company has officially secured regulatory approvals to operate in Indiana and Iowa, enabling the launch of its exclusive Setka Cup table tennis tournaments with licensed operators, including Bet365, one of the most reputable global betting platforms.

The significance of regulatory approvals

The approvals granted by the Indiana Gaming Commission (IGC) and the Iowa Racing and Gaming Commission (IRGC) mark a major development for BETER, allowing the company to legally provide its fast-paced Setka Cup content, complete with real-time data and live streaming, to bettors across both states.

For BETER, these authorizations are not merely procedural achievements — they symbolize the company’s growing alignment with the stringent regulatory requirements of the United States’ evolving betting landscape. Compliance with regional gaming commissions is a fundamental step for any operator or supplier seeking long-term success in the American market, where regulatory transparency and player protection remain the top priorities.

With the approval now in hand, Bet365 has already made BETER’s Setka Cup tournaments available to bettors in Indiana and Iowa. This follows successful launches earlier this year in Colorado and New Jersey, demonstrating a consistent and carefully managed rollout strategy.

BETER’s growing sports and esports portfolio

BETER has built its reputation by offering a rich and diverse portfolio of content that caters to the demands of modern bettors who seek fast, dynamic, and reliable experiences. The company delivers around 700,000 live events annually, spanning multiple verticals that combine sports, esports, and real-time engagement.

Its sports portfolio includes the Setka Cup table tennis series, the BSKT Cup basketball league, Padel tennis, and live coverage of official cricket tournaments worldwide. These offerings have positioned BETER as a significant contributor to the development of sports betting products that emphasize integrity and entertainment value.

In addition to traditional sports, BETER’s esports division — a major driver of its global growth — features ESportsBattle tournaments that include eFootball, eBasketball, eHockey, and eTennis. This blend of fast-moving esports content complements BETER’s traditional sports lineup, attracting both younger audiences and established bettors who are eager for innovative wagering opportunities.

Each event under BETER’s umbrella provides up to 50 betting markets, with real-time odds and data feeds supported by proprietary technology. The company maintains an impressive average operator margin exceeding 7.5%, underscoring the commercial sustainability of its products.

Leadership commentary and corporate outlook

In discussing this major step forward, Gal Ehrlich, CEO of BETER, emphasized the importance of the approvals and the company’s ongoing commitment to regulatory excellence.

“Securing approvals in Indiana and Iowa marks another important milestone in our expansion across the US, a market where we are already seeing strong demand for our fast-betting content, particularly the Setka Cup,” Ehrlich stated.

He added that “Receiving approval from such respected regulators is a testament to the quality of our products and the dedication of our teams, especially in the areas of legal compliance, integrity and transparency.”

Ehrlich reaffirmed BETER’s intention to continue growing responsibly within regulated environments: “The US is an essential market for both operators and suppliers, particularly those committed to building their businesses within regulated environments where player safety is the top priority. This is exactly what we aim to achieve, and we’re confident we can bring unique value to US operators and their bettors.”

The role of legal expertise in regulatory success

BETER’s expansion into new territories has been guided by a strategic legal framework led by Valeriia Tarchynska, the company’s Chief Legal Officer. She highlighted the company’s commitment to compliance and cooperation with regulatory authorities.

“Gaining approvals in Indiana and Iowa represents another step forward in our broader US strategy and highlights the efficiency and expertise of our legal team in navigating complex regulatory frameworks. We’re also grateful for the ongoing support of our trusted partner, law firm BlankRome, whose guidance has been invaluable throughout this process,” Tarchynska explained.

According to Tarchynska, BETER’s legal team has built deep expertise through its experience obtaining licenses and approvals in both US and Latin American markets. This expertise, she added, enables the company to approach new jurisdictions more efficiently. “Our legal team has honed its expertise through extensive experience securing approvals in the US and LatAm markets. We’ll continue leveraging this knowledge to further streamline future applications as we expand into key states, including North Carolina, Arizona, Ohio and beyond.”

The US market: a new era of opportunity

The US betting market has undergone significant transformation since the repeal of the federal sports betting ban in 2018, creating a rapidly growing and highly competitive environment for international gaming companies. However, entering this space requires more than technological sophistication — it demands deep understanding of state-by-state regulations, consumer protection laws, and responsible gambling standards.

BETER’s entry into Indiana and Iowa reflects its readiness to meet these obligations. Both states have well-established frameworks for legal sports wagering and have been selective about approving operators and content providers. By earning the trust of both regulatory bodies, BETER has demonstrated that its products align with the transparency, integrity, and reliability demanded by US authorities.

These approvals also represent a major commercial opportunity. Both Indiana and Iowa have shown consistent growth in betting activity, supported by strong digital infrastructure and an active player base. By offering 24/7 real-time content, BETER is positioned to capture significant market share within the micro-betting and live wagering sectors — two of the fastest-growing segments of the US sports betting industry.

Innovation, integrity, and player trust

Central to BETER’s strategy is a clear focus on innovation backed by integrity. The company’s technology enables hyper-accurate odds generation, high-frequency event scheduling, and real-time integrity monitoring. These capabilities ensure not only better user experience but also compliance with international standards of fair play and data transparency.

Player protection is another key pillar of BETER’s operations. By partnering exclusively with licensed operators and maintaining transparent data systems, the company ensures that all bettors engage in a secure and monitored environment. This approach is aligned with the values of regulators across the United States, who have consistently prioritized responsible gambling frameworks over rapid expansion.

Furthermore, BETER’s partnerships with major legal and compliance advisors such as BlankRome reinforce its commitment to adhering to the highest levels of professional conduct and corporate accountability.

Future growth and strategic objectives

Looking ahead, BETER plans to continue its US expansion into additional states such as North Carolina, Arizona, and Ohio, all of which have either launched or are preparing to launch regulated sports betting markets.

Beyond the United States, the company is also pursuing opportunities across Latin America, Europe, and Asia, regions where demand for fast-betting and esports content continues to rise.

BETER’s long-term objective remains consistent — to establish itself as a trusted global partner for operators seeking reliable, high-frequency, and integrity-driven betting products. Through strategic partnerships, technological innovation, and rigorous compliance, BETER is positioning itself not only as a content provider but also as a benchmark for operational excellence in regulated gaming.

Conclusion

The approvals in Indiana and Iowa represent far more than simple market access for BETER — they mark a new chapter in the company’s mission to deliver fast, fair, and engaging betting experiences within regulated frameworks.

By combining technological precision, legal diligence, and a player-first philosophy, BETER continues to strengthen its standing as a responsible leader in the global betting industry.

Its partnerships with leading operators such as Bet365, its diverse portfolio of sports and esports content, and its transparent collaboration with regulators all underscore the company’s core vision: to redefine fast-betting through innovation, compliance, and trust.

Frequently asked questions

What is BETER known for?
BETER is known for providing fast-betting content, live streaming, and real-time data across sports and esports, including the popular Setka Cup tournaments.

What approvals has BETER received in the US?
BETER has received regulatory approvals from the Indiana Gaming Commission and the Iowa Racing and Gaming Commission to operate in both states.

Which operator offers BETER’s Setka Cup in the US?
Bet365, a globally recognized operator, now offers BETER’s Setka Cup table tennis tournaments in Indiana, Iowa, Colorado, and New Jersey.

How many live events does BETER deliver annually?
BETER provides approximately 700,000 fast-paced sports and esports events every year, each supported by accurate data and live streaming.

What is unique about BETER’s betting content?
BETER’s events feature up to 50 betting markets with real-time odds, data integrity, and strong operator margins, ensuring reliable and engaging gameplay.

Who is BETER’s CEO?
Gal Ehrlich serves as the CEO of BETER and has been instrumental in driving the company’s expansion and regulatory compliance strategy.

What is the role of BETER’s legal team?
Led by Chief Legal Officer Valeriia Tarchynska, BETER’s legal team ensures compliance with regulatory frameworks and manages licensing in multiple jurisdictions.

Why are Indiana and Iowa important markets for BETER?
Both states have regulated betting environments with growing player bases, providing BETER with opportunities to strengthen its US presence responsibly.

What other regions is BETER targeting for expansion?
In addition to the US, BETER plans to expand further into North Carolina, Arizona, Ohio, and various Latin American markets.

How does BETER ensure responsible gaming?
BETER partners exclusively with licensed operators, adheres to strict compliance protocols, and implements measures to promote safe and responsible betting.