Alea partners with FIRST to add sportsbook to its growing product offering

September 8, 2026

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The partnership gives Alea operators access to FIRST's established sportsbook technology as the company continues to expand beyond game aggregation.

Alea has partnered with sportsbook technology provider FIRST to add sportsbook to its growing product offering.

FIRST is an established sportsbook provider combining tier-one technology and expertise with a more accessible commercial model. Its solution focuses on localisation, trading and player engagement, enabling operators to deliver tailored sportsbook experiences across different markets.

The partnership follows growing demand from Alea's operator network for sportsbook alongside casino content. Game aggregation remains at the heart of Alea's business, but the company is steadily moving into a broader product offering.

That shift is already visible across Alea Jackpot, Alea Pay and its sweepstakes catalogue, with sportsbook now becoming the latest addition.

Alexandre Tomic, Founder of Alea, said: “For a lot of operators, casino and sportsbook already sit side by side, and we were seeing clear demand for the service. Players are moving between those experiences much more naturally too, so choosing the right company to build this with was important.

“FIRST is a tier 1 sportsbook provider, with a strong product and a lot of expertise in the space. They understand the market very well, and from the beginning we felt there was a strong fit between what they do and where we're taking Alea.”

Tom Light, Founder and CEO, FIRST.bet, said: “Alea's operators trust the platform for a good reason, and it shows in how deliberately the company has grown, from aggregation into jackpot and payments. Sportsbook is the next step in that story, and we're proud FIRST.bet is the one building it with them. Their operators are getting a sportsbook built for the markets they actually operate in.”

Operators working with Alea will now be able to access FIRST.bet's sportsbook as part of the company's wider product offering.

About Alea

Alea is a leading iGaming aggregator, offering a customizable solution that provides operators worldwide with seamless access to over 23,000 games from 170+ top-tier providers through a single API integration. Known for its innovative technology, Alea simplifies the integration journey and delivers a flexible, scalable solution designed to enhance game variety, player experience, and operational efficiency. Alea is highly committed to a security-first infrastructure, ensuring reliability and trust at every level. In 2024, the company strengthened its cybersecurity framework through a strategic partnership with Continent 8 and achieved VAPT certification.

In addition to game aggregation, Alea has expanded its product offering with Alea Jackpot, an agnostic jackpot solution that gives operators full control over their campaigns across multiple providers, and Alea Pay, an exclusive payment gateway designed to optimize financial transactions. With a strong focus on security, compliance, and ongoing support, Alea continues to empower operators with cutting-edge tools to thrive in the evolving iGaming market.

For more information, visit www.alea.com.

About FIRST.bet

FIRST.bet is a Tier-1 sportsbook technology provider: a fully managed, high-performance sportsbook engineered for speed, scale and precision across LatAm, Europe and Africa. Founded by former SBTech leaders, FIRST.bet delivers market-leading sportsbook technology with a proven track record in regulated markets. The company holds licences from the Malta Gaming Authority (MGA) and the Swedish Gambling Authority (Spelinspektionen) and is GLI-33 certified and ISO-audited.

FIRST.bet was named ‘Sportsbook Supplier of the Year' at both the SBC Awards 2025 and the EGR LATAM Awards 2025, ‘Best Sportsbook Provider' at BiS SiGMA South America 2026, and ‘Sports Betting Supplier of the Year' at the EGR B2B Awards 2026. Founder and CEO Tom Light also received the ‘Individual Achievement Award' at the EGR Awards 2026.

FAQs

What is the partnership between Alea and FIRST.bet?
Alea has partnered with FIRST.bet to add sportsbook technology to its growing product offering. The agreement allows operators working with Alea to access FIRST.bet's sportsbook alongside the company's existing casino aggregation and other products.

Why has Alea added a sportsbook to its product offering?
Alea introduced sportsbook following growing demand from its operator network. The company said casino and sportsbook increasingly sit alongside each other, while players are moving more naturally between casino gaming and sports betting experiences.

What sportsbook technology will Alea operators receive?
Operators will gain access to FIRST.bet's sportsbook technology, which focuses on localisation, trading and player engagement. The solution is designed to help operators adapt their sportsbook experience to the requirements of different markets.

How does sportsbook fit into Alea's wider business strategy?
Game aggregation remains central to Alea's business, but the company has gradually expanded beyond aggregation. Its broader portfolio now includes Alea Jackpot, Alea Pay, a sweepstakes catalogue and sportsbook technology through FIRST.bet.

What does FIRST.bet provide to betting operators?
FIRST.bet provides Tier-1 sportsbook technology designed for speed, scale and market localisation. Its offering includes sportsbook infrastructure, trading capabilities, risk management and tools intended to support operators across regulated and emerging markets.

In which markets does FIRST.bet operate?
FIRST.bet focuses on markets across Europe, Latin America and other international regions. The provider states that it holds B2B licensing credentials in Malta and Sweden, supporting its operations in regulated markets.

What other products does Alea offer operators?
Alongside its game aggregation platform, Alea offers Alea Jackpot and Alea Pay, while continuing to broaden its operator services. Its aggregation platform provides access to thousands of casino games through a single integration.