BETER expands to North Carolina with Setka Cup table tennis

Award-winning esports and sports data provider BETER has officially expanded its presence in the United States with regulatory approval to operate in North Carolina. The move marks a strategic milestone for the company, making North Carolina the sixth US state where BETER can offer its services. This expansion comes alongside the company’s established presence in New Jersey, Florida, Indiana, Iowa and Colorado.

The approval, granted by the North Carolina State Lottery Commission, allows BETER to introduce its flagship Setka Cup table tennis tournaments to the state’s regulated sports betting market. Operators in North Carolina can now access BETER’s live data feeds, odds and streaming solutions for the first time.

Setka Cup now available to North Carolina players

The Setka Cup, known for its fast-paced, high-stakes table tennis competitions, is already live on the North Carolina platform of bet365, a longstanding BETER partner. Additional operator launches are scheduled in the coming months, reflecting the company’s broader strategy to bring its products to multiple US states where regulation permits.

BETER’s offering provides operators with a comprehensive suite of features for sports and esports betting. This includes 24/7 live streaming, real-time data and highly accurate odds for more than 700,000 events each year. The platform supports up to 50 betting markets per event, allowing operators to offer diverse wagering options and maintain an average margin that exceeds the market standard.

Commitment to integrity and fair play

All matches and events delivered through BETER are closely monitored by the company’s dedicated Integrity team. This ensures strict adherence to transparency standards and the rules of fair play. By combining real-time data with robust monitoring practices, BETER ensures operators can provide players with a safe and trustworthy betting environment.

Gal Ehrlich, CEO of BETER, commented on the North Carolina launch, saying: “In 2026, BETER has ambitious plans for the US market, where we are already seeing high demand for our fast-betting content across all states we have gone live in over the last couple of months. Demand for fast-betting content is only going to rise and we are committed to delivering the best experiences for players, with integrity used as the foundation of our products and solutions. We are thrilled to have secured approval in North Carolina and look forward to operators and their players enjoying the thrilling experiences offered by our sports products.”

Navigating complex US regulatory landscape

BETER’s chief legal officer, Valeriia Tarchynska, highlighted the company’s legal and regulatory achievements in the US market. She said: “Securing approval to launch in North Carolina is another testament to our commitment to meeting the standards set in regulated markets across the world, including the US. The US is a complex market where regulations differ from state to state, but we have a talented and experienced team to navigate this. BETER is now approved in several US states, with many more on our roadmap, including Ohio, Kentucky, Arizona and others. As demand for 24/7 content grows drastically, we are dedicated to meeting it in as many regulated US states as possible.”

The US sports betting market is highly fragmented, with each state maintaining unique legal requirements and licensing procedures. BETER’s success in gaining regulatory approval reflects not only its compliance capabilities but also its strategic approach to state-by-state expansion. The company’s roadmap includes additional launches in states with evolving regulatory frameworks, indicating a long-term commitment to growth in the North American market.

BETER’s technological offerings and market impact

BETER has earned recognition as a leading provider of live streams, live data and odds for esports and sports. Its offerings are designed to appeal to both operators and players, enhancing the overall betting experience through advanced technology.

Key features of BETER’s services include:

• 24/7 live streaming: Real-time broadcasts of events, allowing players to place bets during live matches.
• Comprehensive betting markets: Up to 50 betting markets per event, covering multiple outcomes and player performances.
• High-volume event coverage: Over 700,000 events per year across esports and sports, ensuring constant content availability.
• Accuracy and reliability: Hyper-accurate odds powered by proprietary algorithms, providing operators with a competitive edge.
• Integrity monitoring: Dedicated teams track compliance with betting standards and fair play requirements.

These capabilities make BETER a sought-after partner for operators looking to expand their sports and esports offerings. By combining technology, real-time data and risk management, the company enhances player engagement while supporting operator profitability.

Strategic importance of North Carolina launch

The North Carolina launch represents more than just regulatory approval; it positions BETER as a key player in a growing US market. The state’s sports betting sector has seen steady growth since legalization, attracting operators eager to expand their portfolios. By providing Setka Cup tournaments with comprehensive live data and betting options, BETER introduces a new layer of engagement for players who value speed, transparency and variety in betting.

The partnership with bet365 exemplifies BETER’s strategy of leveraging established operator networks to ensure a smooth market entry. Future operator launches are expected to broaden the company’s reach, creating opportunities for additional revenue streams and brand visibility across the region.

Growth of fast-betting content

BETER’s products cater to the increasing demand for fast-betting content. These offerings are designed to complement traditional sports betting by delivering shorter-duration events that allow players to place multiple bets in a condensed timeframe. Table tennis, with its rapid rallies and frequent scoring, is particularly suited to fast-betting formats.

The company’s CEO, Gal Ehrlich, emphasized the importance of meeting this growing demand: “Demand for fast-betting content is only going to rise and we are committed to delivering the best experiences for players.” This approach highlights BETER’s understanding of market trends and its readiness to innovate in response to evolving consumer preferences.

Looking ahead: Expansion plans and market positioning

BETER’s approval in North Carolina is part of a broader US expansion strategy. The company has publicly confirmed plans to pursue regulatory approval in Ohio, Kentucky, Arizona and other states. Each new launch will enhance its ability to provide 24/7 live content, diverse betting markets and operator-focused solutions.

By prioritizing regulatory compliance, technological innovation and market responsiveness, BETER positions itself as a reliable partner for operators in regulated markets. Its expansion strategy reflects both a short-term growth focus and a long-term commitment to building a sustainable presence in the competitive US sports and esports betting landscape.

Conclusion

BETER’s entry into North Carolina represents a significant milestone in its US growth strategy. With regulatory approval secured, the company can now offer Setka Cup table tennis tournaments, live streaming and real-time betting markets to operators and players in the state. Through a combination of technological expertise, regulatory compliance and dedication to integrity, BETER is well-positioned to continue expanding across the US.

As the demand for fast-betting content increases and the US market continues to evolve, BETER’s commitment to transparency, accuracy and player engagement ensures that it remains a trusted provider in the sports and esports betting industry. The North Carolina launch is just one step in a broader strategy to bring innovative and regulated betting experiences to players across the United States.

FAQs

What is BETER?
BETER is a provider of live streams, live data and betting odds for esports and sports, offering high-volume, real-time content to operators.

Which US states has BETER entered?
BETER is approved in New Jersey, Florida, Indiana, Iowa, Colorado and now North Carolina.

What is the Setka Cup?
The Setka Cup is a fast-paced table tennis tournament series, offering multiple betting markets for each event.

How can operators use BETER’s services in North Carolina?
Operators can integrate BETER’s live streaming, real-time data and betting odds for Setka Cup tournaments into their platforms.

What makes BETER’s content fast-betting ready?
BETER provides short-duration events like table tennis matches, allowing players to place multiple bets in a condensed timeframe.

How does BETER ensure integrity in its events?
All matches are monitored by BETER’s dedicated Integrity team to ensure transparency and adherence to fair play standards.

Who is BETER’s CEO?
Gal Ehrlich is the CEO of BETER.

Are there plans for further US expansion?
Yes, BETER is pursuing regulatory approvals in states including Ohio, Kentucky and Arizona.

What makes BETER’s data unique?
BETER delivers hyper-accurate odds, 24/7 live streaming and up to 50 betting markets per event, exceeding market standards.

Which operators currently offer BETER content in North Carolina?
Bet365 currently offers BETER’s Setka Cup content in North Carolina, with additional operator launches planned.