BETER boosts Entain CEE with new betting content

The European betting and gaming market continues to witness significant expansion, with content providers and operators joining forces to create new opportunities for player engagement. In one of the latest developments, BETER, a leading provider of fast-betting content and data for both esports and traditional sports, has announced a strategic partnership with Entain CEE, a joint venture between Entain and EMMA Capital that operates several prominent Central and Eastern European sportsbook brands.

This collaboration marks a significant milestone for both companies as they seek to strengthen their positions in regulated markets across the region. The agreement will see BETER supplying its exclusive suite of fast-betting content to Entain CEE’s flagship sportsbook operators, SuperSport in Croatia and STS in Poland.

What the partnership includes

The deal centers on the delivery of BETER’s popular esports and sports betting content, including:

• ESportsBattle tournaments: A series of competitive events across eFootball, eBasketball, eHockey, and the recently launched eTennis category.
• Setka Cup: A globally recognized table tennis series, featuring professional athletes and an established track record in the iGaming industry.
• Additional sports content: The BSKT Cup basketball league, the GTR Cup tennis tournaments, padel competitions, and official cricket tournaments and leagues from across the world.

BETER’s offering stands out for its always-on content. The company streams and manages more than 700,000 fast-paced events annually, each with live streaming, real-time data integration, and accurate odds-making. Operators gain access to up to 50 betting markets per event, supported by an average operator margin above 7.5%, making the content both entertaining for players and commercially sustainable for sportsbooks.

The importance of fast-betting content

The rise of fast-betting products has been one of the defining trends in the modern sports and esports betting industries. Unlike traditional betting markets, fast-betting formats allow players to wager on short-form events or in-play scenarios with rapid outcomes.

This trend reflects a broader cultural shift: younger demographics, especially millennials and Gen Z, tend to favor quick, immersive, and interactive betting opportunities rather than extended pre-match markets. By offering round-the-clock content in fast-paced formats, operators are not only meeting player demand but also increasing overall engagement and retention rates.

Industry experts argue that this type of content has become indispensable. As Ivan Gojic, Chief Sportsbook Officer at Entain CEE, noted: “Fast-betting content is non-negotiable for operators looking to deliver next-gen experiences to bettors.”

Expansion in Croatia and Poland

This partnership is particularly significant because it strengthens Entain CEE’s two main brands in regulated European markets:

SuperSport (Croatia): The largest sportsbook in Croatia, widely recognized for its leadership in digital sports betting and gaming. The brand enjoys a loyal customer base and has consistently invested in product innovation.

STS (Poland): One of the leading sports betting operators in Poland, STS has become a household name with significant brand awareness and a focus on delivering cutting-edge betting experiences.

By integrating BETER’s content into these platforms, Entain CEE aims to solidify its leadership in both markets and meet the increasing expectations of local bettors for innovative, high-quality wagering products.

Statements from company leaders

The announcement of the partnership was accompanied by comments from both BETER and Entain CEE representatives, reflecting the strategic importance of the agreement.

Gal Ehrlich, CEO of BETER, expressed enthusiasm about welcoming Entain CEE into its network of partners:

“We are delighted to welcome Entain CEE to our growing roster of partners, underlining the demand for our products among the industry’s leaders.

Fast-betting content has become essential for operators seeking to engage the next generation of players, and our suite of fast-paced products sets the standard for others to follow.

We look forward to working closely with the SuperSport and STS teams to further develop the Croatian and Polish markets together.”

Ivan Gojic, Chief Sportsbook Officer at Entain CEE, highlighted why the partnership represents a valuable step for their operators:

“Fast-betting content is non-negotiable for operators looking to deliver next-gen experiences to bettors, and that’s exactly what we work hard to achieve at SuperSport and STS.

This is why we chose to join forces with BETER, the market leader in fast-betting content for both esports and sports.

This is a deal that brings a lot of thrilling content to our players, and that’s what makes it such an important partnership for us and our bettors.”

The role of compliance and integrity

One of the most important aspects of BETER’s business model is its focus on fairness, transparency, and regulatory compliance. Betting content providers face increasing scrutiny from regulators, particularly in Europe, where responsible gambling and player protection are priorities for policymakers.

To reinforce trust and integrity, BETER works with leading industry bodies, including:

• Esports Integrity Commission (ESIC): An independent organization dedicated to safeguarding the integrity of esports competitions.
• International Betting Integrity Association (IBIA): A global watchdog that monitors betting activities to identify and prevent match-fixing or integrity breaches.

By collaborating with these organizations, BETER ensures its content adheres to the highest standards of responsibility and reliability, minimizing risks for both operators and players.

Why Entain CEE chose BETER

The decision by Entain CEE to work with BETER was driven by several key factors:

• Proven expertise in delivering reliable, scalable, and innovative content for fast-betting markets.
• Comprehensive portfolio covering both esports and traditional sports.
• Data-driven approach with real-time analytics, ensuring accurate and engaging betting opportunities.
• Commitment to integrity, demonstrated by affiliations with ESIC and IBIA.
• Strong market fit, especially in regions like Croatia and Poland where demand for fast-betting formats is rising.

By integrating BETER’s services, Entain CEE strengthens its ability to compete in markets where innovation and player engagement are crucial differentiators.

Looking ahead

The partnership between BETER and Entain CEE is not just a regional collaboration but also a reflection of larger industry trends. As betting companies across Europe continue to expand their product portfolios, strategic alliances with content providers have become a key pathway for growth.

For BETER, the agreement consolidates its position as a preferred partner for leading operators, while for Entain CEE, it ensures access to high-quality betting products that can drive customer acquisition and retention.

The deal is also expected to pave the way for future innovations, as both companies explore ways to enhance the player experience with new formats, gamification features, and potentially expanded offerings in other regulated markets across Central and Eastern Europe.

Conclusion

The partnership between BETER and Entain CEE represents a carefully considered step forward in the evolution of Europe’s regulated betting landscape. By combining BETER’s extensive fast-betting portfolio with Entain CEE’s strong regional presence through SuperSport in Croatia and STS in Poland, the collaboration addresses a clear market demand for innovative, data-driven, and engaging betting products.

What makes this deal particularly significant is not just the breadth of content offered but the alignment of values around fairness, integrity, and long-term sustainability. Both companies emphasize responsible growth, player protection, and the creation of entertainment that complies with the highest industry standards.

As the appetite for esports and fast-betting formats continues to grow among younger demographics, partnerships of this nature are likely to set the tone for the future of the industry. For operators, it offers new tools to attract and retain players; for bettors, it provides a more immersive and dynamic experience. Looking ahead, the BETER–Entain CEE agreement is poised to influence not only the Croatian and Polish markets but also the broader Central and Eastern European region, paving the way for further collaborations and innovations in the years to come.

FAQs

What is the purpose of the BETER and Entain CEE partnership?
The agreement allows Entain CEE brands SuperSport and STS to integrate BETER’s fast-betting esports and sports content to enhance their betting portfolios.

Which operators will benefit from this deal?
SuperSport in Croatia and STS in Poland will directly benefit from the integration of BETER’s content.

What type of content does BETER provide?
BETER delivers esports tournaments such as ESportsBattle, sports competitions like the Setka Cup, as well as basketball, tennis, padel, and cricket events.

How many events does BETER cover annually?
BETER streams and manages approximately 700,000 fast-paced betting events each year, offering up to 50 markets per event.

Why is fast-betting content important for operators?
Fast-betting products appeal to younger audiences by offering quick and engaging wagering opportunities, which increase player retention.

What measures does BETER take to ensure integrity?
BETER collaborates with ESIC and IBIA to maintain high standards of fairness, transparency, and anti-match-fixing measures.

How will this deal impact players in Croatia?
Players in Croatia using SuperSport will gain access to a wider range of fast-paced betting markets, particularly in esports and table tennis.

How will this deal impact players in Poland?
Polish players betting with STS will enjoy additional esports and sports betting content designed for fast engagement and live experiences.

Is this partnership focused only on esports?
No, the agreement covers both esports and traditional sports content, including basketball, tennis, padel, and cricket.

What does this mean for the future of Entain CEE?
The partnership strengthens Entain CEE’s leadership in Central and Eastern Europe, supporting innovation, market growth, and enhanced player engagement.