7Games, Betão and R7 launch sportsbook platform in Brazil with FIRST.bet

7Games, Betão and R7, three well-known gaming brands operated by OIG Gaming Brazil Ltda., have officially launched a new FIRST.bet sportsbook platform powered by technology from FIRST.bet. The development marks an important step in the companies’ growth strategy as they expand beyond their established casino operations and strengthen their position in Brazil’s rapidly evolving betting market.

Already recognised as major casino-focused operators in the country, the brands selected FIRST.bet to support their entry into sports betting through a fully integrated sportsbook solution designed specifically for the Brazilian market.

The launch demonstrates the growing demand among casino operators for scalable sportsbook technology that can be deployed efficiently while maintaining a unique brand identity and customer experience.

A strategic move into sports betting

The introduction of a sportsbook represents a significant milestone for 7Games and its sister brands. While the companies have already built substantial audiences through their casino offerings, sports betting provides an opportunity to diversify their products and engage customers across multiple forms of entertainment.

Brazil continues to be one of the most attractive betting markets globally due to its large population, passionate sports culture and increasing regulatory maturity. Operators seeking long-term success are investing heavily in technology platforms capable of handling substantial traffic volumes while delivering reliable performance and competitive betting markets.

By selecting FIRST.bet, OIG Gaming Brazil Ltda. gained access to a sportsbook solution built to support large-scale operations from the outset.

Technology built on SportOS

A key feature of the implementation is the use of SportOS, FIRST.bet’s operating system. Rather than adopting a standardised front-end product, 7Games developed its own sportsbook interface on top of the SportOS framework.

This approach allows the company to maintain complete control over branding, user experience and visual design while leveraging FIRST.bet’s underlying sportsbook engine.

For players, the experience remains fully aligned with the 7Games brand. Behind the scenes, however, important sportsbook functions such as pricing, trading operations, live betting markets and performance optimisation are powered by FIRST.bet technology.

This model enables operators to combine a customised user-facing product with proven sportsbook infrastructure capable of supporting demanding market conditions.

FIRST.bet sportsbook – Designed specifically for Brazil

One of the primary considerations for 7Games was finding a sportsbook solution already adapted to local market requirements.

Brazil’s sports betting environment presents unique challenges and opportunities. Operators must cater to local customer preferences, provide relevant sporting content and offer competitive odds while maintaining operational efficiency.

FIRST.bet stated that its platform is delivered with features specifically designed for Brazil, including a Brazilian Portuguese user experience and odds models configured for local football leagues and sporting competitions.

The platform also incorporates live betting capabilities, trading services and risk management tools that are considered essential for operators competing at a national level.

As competition intensifies within the Brazilian betting sector, operators increasingly seek technology partners capable of delivering market-ready products without extensive localisation projects.

Industry leaders comment on the partnership

Fernando Oliveira Lima, founder and CEO of 7Games, highlighted the importance of launching with technology suited to the market from the beginning.

“Brazil is not a market you can grow into slowly. The product has to work from day one,” said Fernando Oliveira Lima, founder and CEO of 7Games. “FIRST.bet gave us a sportsbook that already fits this market, so we could focus on our players instead of fixing the technology underneath them.”

His comments reflect the realities of the Brazilian betting sector, where consumer expectations are high and operators must deliver reliable experiences immediately following launch.

Technology performance, market coverage and customer engagement tools are often critical differentiators between successful operators and those that struggle to gain market share.

Tom Light, founder and CEO of FIRST.bet, also emphasised the significance of the collaboration.

“Brazil rewards operators who get the product right and punishes the ones who don’t,” said Tom Light, founder and CEO of FIRST.bet. “7Games already commands serious traffic on the casino side. Now they have a sportsbook built to hold up under that kind of pressure, on their own front-end, running on our engine. That is exactly what SportOS was built for.”

His remarks underscore the importance of scalable infrastructure capable of supporting large volumes of customer activity while maintaining performance standards.

Growing importance of sportsbook technology

The partnership highlights a broader trend across the global betting industry. Many casino-focused operators are increasingly adding sportsbook products as part of their overall entertainment offering.

However, launching a successful sportsbook involves far more than simply displaying betting markets. Operators require sophisticated technology covering pricing models, market creation, trading expertise, risk management systems and real-time data processing.

As a result, specialist technology providers such as FIRST.bet have become increasingly important partners for operators seeking efficient market entry and sustainable growth.

The ability to deploy sportsbook products that are already adapted to local conditions can significantly reduce implementation timelines and operational complexity.

Brazil remains a key growth market

Brazil continues to attract investment from gaming and betting companies due to its scale and long-term growth potential. Football remains the dominant sporting interest, although demand for betting on other sports is also increasing.

As regulatory frameworks continue to develop, operators are focusing on technology, compliance and customer experience as key competitive advantages.

For 7Games, Betão and R7, the sportsbook launch represents a natural extension of their existing casino businesses and positions the brands to participate more actively in Brazil’s expanding sports betting sector.

The move also illustrates how operators are increasingly combining proprietary customer experiences with third-party technology solutions to accelerate growth while maintaining brand differentiation.

Conclusion

The launch of a new sportsbook across 7Games, Betão and R7 marks an important development for OIG Gaming Brazil Ltda. as it broadens its presence within Brazil’s betting market. By partnering with FIRST.bet and leveraging the SportOS platform, the company has introduced a sportsbook designed specifically for local player expectations while retaining full control over its customer-facing experience.

As competition in Brazil continues to intensify, technology, scalability and localisation are likely to remain essential factors for success. The collaboration between 7Games and FIRST.bet demonstrates how established casino operators can expand into sports betting through specialised infrastructure that supports growth from day one. With live betting capabilities, tailored market coverage and a customised front-end experience, the new sportsbook positions the brands to pursue further expansion in one of the industry’s most closely watched markets.

FAQs

What is a sportsbook?
A sportsbook is a platform that allows users to place bets on sporting events while providing odds, live markets and betting management tools.

Who operates 7Games, Betão and R7?
The three brands are operated by OIG Gaming Brazil Ltda., a company active in Brazil’s online gaming sector.

Why did 7Games choose FIRST.bet?
The company selected FIRST.bet because its sportsbook technology was already adapted to the Brazilian market and could support large-scale operations.

What is SportOS?
SportOS is the operating system developed by FIRST.bet that enables operators to build customised sportsbook experiences on top of its technology infrastructure.

Will players notice the FIRST.bet technology?
Players primarily interact with the 7Games-designed front end, while FIRST.bet powers the sportsbook functionality behind the scenes.

What sports betting features are included?
The platform includes live betting markets, pricing services, trading support and risk management capabilities.

Why is Brazil important for sports betting operators?
Brazil offers a large customer base, strong interest in sports and significant long-term growth potential for licensed betting operators.

Can casino operators benefit from adding a sportsbook?
Yes. A sportsbook can complement existing casino offerings, increase player engagement and diversify revenue opportunities.

What role does risk management play in a sportsbook?
Risk management helps operators monitor betting activity, manage exposure and maintain sustainable operations.

What does this partnership mean for the future?
The collaboration positions 7Games, Betão and R7 to expand their presence in Brazil’s sports betting market while leveraging scalable technology infrastructure.