BETER Expands U.S. Presence With Arizona Gaming License

BETER, a provider of live streaming technology, betting data and odds solutions for esports and sports events, has expanded its presence in the United States after receiving an Event Wagering Supplier License from the Arizona Department of Gaming. The regulatory approval enables the company to offer its fast betting content to licensed sportsbook operators within the state of Arizona for the first time.

The license represents another step in BETER’s strategy to grow its footprint in the regulated American betting market. In the United States, companies that supply betting related services such as data feeds, live streams and odds must obtain authorization from state regulators before working with licensed sportsbook operators. These regulatory frameworks are designed to ensure compliance, transparency and consumer protection within legal wagering markets.

By securing approval in Arizona, BETER can now deliver its proprietary esports and sports content products to operators serving bettors within the state. The move strengthens the company’s position in a competitive market where regulatory approval often acts as a key gateway to long term partnerships with licensed operators.

Launch partnership with bet365

BETER confirmed that its first integration in Arizona will be carried out through its long standing partnership with bet365. The global sportsbook operator already offers BETER’s betting content in several regulated jurisdictions and has extended that relationship into the Arizona market.

Through the bet365 platform, Arizona users will gain access to BETER’s fast paced betting formats supported by live video streams, real time data and continuously updated betting markets. The initial rollout includes two of the company’s most recognized products, the ESportsBattle tournaments and the Setka Cup table tennis competitions.

The cooperation between BETER and bet365 reflects an ongoing industry trend in which sportsbook operators rely on specialized suppliers to provide high frequency betting content. This model allows operators to expand their offerings while maintaining compliance with local regulatory standards.

Understanding BETER’s fast betting content

BETER has built its reputation by focusing on high velocity betting content that supports rapid wagering cycles. Unlike traditional sports events that may take hours to complete, BETER’s competitions are designed to deliver quick results and continuous betting opportunities.

Across its network, the company provides operators with round the clock live streaming, real time data feeds and precisely calculated odds. According to company information, BETER supports more than 700,000 events annually across its esports and sports portfolios. Each event can include up to 50 different betting markets depending on the type of competition and the requirements of the operator.

The company reports that these rapid events generate an average operator margin exceeding 7.5 percent, which has contributed to the growing popularity of fast betting formats among licensed sportsbooks.

ESportsBattle tournaments and virtual competitions

One of BETER’s flagship products is the ESportsBattle tournament series. These competitions feature professional players competing in video game simulations based on well known sports titles. The events are structured to run throughout the day, allowing operators to provide continuous betting opportunities.

The ESportsBattle format currently includes several disciplines such as eFootball, eBasketball, eHockey and eTennis. Each match is designed to be completed within a short timeframe, which allows bettors to place wagers and receive outcomes quickly.

Because these events are produced under controlled conditions with dedicated streaming and data systems, operators are able to integrate them into live betting platforms with reliable performance. The format has gained traction among sportsbooks seeking to expand their esports offerings within regulated markets.

The Setka Cup table tennis series

In addition to esports competitions, BETER offers real sports events designed specifically for rapid betting environments. One of the most prominent products in this category is the Setka Cup table tennis tournament series.

The Setka Cup features professional table tennis players competing in structured matches that are broadcast via live streaming. The matches are typically short and scheduled throughout the day, providing bettors with frequent opportunities to engage with live wagering markets.

Table tennis has proven to be particularly suitable for fast betting due to the quick pace of play and short match durations. These characteristics allow sportsbooks to offer a wide range of betting markets while maintaining a continuous event schedule.

The integration of the Setka Cup within sportsbook platforms has contributed to the growth of niche sports betting formats that complement traditional sports events.

Arizona becomes the seventh licensed state

With the addition of Arizona, BETER now holds licenses or regulatory certifications in seven US states. These include North Carolina, New Jersey, Florida, Indiana, Iowa, Colorado and Arizona.

The expansion highlights the company’s efforts to navigate the complex regulatory landscape of the United States betting industry. Since the legalization of sports wagering expanded across the country in recent years, each state has developed its own regulatory framework governing operators and suppliers.

Arizona legalized event wagering in 2021 and established the Arizona Department of Gaming as the regulatory authority overseeing the industry. The state’s regulatory model requires both operators and suppliers to obtain licenses before providing services related to sports betting.

For technology and content providers such as BETER, obtaining these approvals is essential for entering new markets and building partnerships with licensed sportsbook operators.

Leadership comments on the milestone

Gal Ehrlich, Chief Executive Officer of BETER, described the Arizona approval as an important step within the company’s expansion strategy in the United States.

“Securing regulatory approval in Arizona is a pivotal moment in our ongoing US expansion strategy. This marks our seventh state and we are incredibly proud to continue our trajectory of growth in one of the world’s most dynamic betting markets.

“Our mission has always been to provide operators with the most reliable, high-velocity content available and receiving the green light from the regulator is a testament to the integrity and quality of our offering.

“We are thrilled to kick off this journey with bet365 and look forward to bringing our industry-leading esports and sports content to even more Arizona players in the near future.”

Valeriia Tarchynska, Chief Legal Officer at BETER, also addressed the licensing process and the work required to obtain regulatory approval.

“We are proud to announce that we have successfully completed the process of obtaining the Event Wagering Supplier License in the state of Arizona.

The process took us a total of eight months and was one of the most challenging journeys for our team. However, thanks to the dedication and expertise of our legal and integrity teams, we successfully navigated it.

This milestone strengthens our commitment to delivering reliable, compliant and transparent products to our clients.

“We continue to actively work on securing regulatory approvals in key jurisdictions, including Ohio, Kentucky and Illinois, among others.”

Future regulatory expansion in the United States

BETER indicated that it is continuing to pursue additional regulatory approvals across the United States as part of its long term growth strategy. Markets such as Ohio, Kentucky and Illinois represent significant opportunities due to their size and established sports wagering ecosystems.

Obtaining supplier licenses in these jurisdictions would allow the company to broaden its partnerships with sportsbook operators and expand the distribution of its esports and sports betting content.

The process of entering each state typically involves extensive regulatory review procedures including compliance checks, operational assessments and financial disclosures. As a result, suppliers often invest significant time and resources in meeting the standards set by local gaming authorities.

Conclusion

BETER’s expansion into Arizona represents another milestone in the company’s efforts to strengthen its presence within the regulated United States sports betting market. By obtaining the Event Wagering Supplier License from the Arizona Department of Gaming, the company has gained the ability to supply esports and sports betting content to licensed operators in the state.

The launch with bet365 introduces Arizona bettors to BETER’s fast betting formats, including the ESportsBattle tournaments and the Setka Cup table tennis series. These products reflect a growing segment of the betting industry that focuses on high frequency events supported by live streaming and real time data.

As the regulatory landscape across the United States continues to evolve, companies that prioritize compliance and transparency are likely to secure long term opportunities within the market. BETER’s growing list of licensed jurisdictions suggests a deliberate strategy focused on regulated expansion and partnerships with established operators.

If the company continues to secure approvals in additional states such as Ohio, Kentucky and Illinois, its presence within the US betting ecosystem could expand further in the years ahead, reinforcing its position as a specialized supplier of esports and sports betting content.

FAQs

What is BETER’s main business in the betting industry?
BETER provides live streaming, betting data and odds solutions for esports and sports events that are used by licensed sportsbook operators.

What license did BETER receive in Arizona?
The company received an Event Wagering Supplier License from the Arizona Department of Gaming which allows it to provide betting related content to licensed operators.

Which sportsbook is launching BETER’s content in Arizona?
BETER’s products are being launched through the sportsbook operator bet365 which already operates legally in the Arizona market.

What are ESportsBattle tournaments?
ESportsBattle tournaments are proprietary esports competitions featuring digital sports games such as eFootball, eBasketball, eHockey and eTennis designed for fast betting.

What is the Setka Cup competition?
The Setka Cup is a table tennis tournament series featuring professional players competing in short matches broadcast through live streaming.

How many events does BETER support each year?
The company reports that it supports more than 700,000 rapid betting events annually across esports and sports.

How many betting markets can be available for each event?
Each event can include up to 50 betting markets depending on the type of competition and sportsbook integration.

Which US states currently license BETER?
BETER holds approvals in Arizona, Colorado, Florida, Indiana, Iowa, New Jersey and North Carolina.

Why are supplier licenses important in sports betting?
Supplier licenses ensure that companies providing betting services meet regulatory standards established by gaming authorities.

Is BETER planning further expansion in the United States?
Yes, the company has indicated that it is pursuing approvals in additional states including Ohio, Kentucky and Illinois.