BETER gains Kentucky approval, expands US presence to nine states

BETER has continued its expansion across the United States after receiving regulatory approval in Kentucky, allowing the company to provide its betting content and services to licensed operators in the state. The approval marks another step forward in the company's broader North American growth strategy and increases the number of US jurisdictions where its products are available to nine.

The authorization was granted by the Kentucky Horse Racing and Gaming (KHRG), the regulatory body responsible for overseeing sports wagering and gaming activities within the state. With this latest approval, BETER can now offer operators access to its proprietary Setka Cup table tennis competitions and ESportsBattle tournaments, including live data feeds and live streaming services.

Kentucky becomes the ninth US state for BETER

The addition of Kentucky further strengthens BETER's presence in the rapidly expanding US sports betting market. Before entering Kentucky, the company had already secured approvals in Florida, New Jersey, Colorado, Arizona, Indiana, Iowa, North Carolina and Illinois.

The latest regulatory approval enables licensed operators in Kentucky to integrate BETER's content into their sportsbooks. This gives bettors access to a range of fast-paced betting opportunities that take place throughout the day.

Fast betting products have become an increasingly important segment of the online betting industry. Unlike traditional sports that may have limited daily schedules, events such as table tennis and esports competitions can offer a continuous flow of betting markets. This helps operators provide wagering opportunities around the clock while offering customers a broader range of entertainment options.

Setka Cup and ESportsBattle expand their reach

The Kentucky approval specifically covers BETER's Setka Cup and ESportsBattle products, both of which have become important parts of the company's global offering.

Setka Cup features table tennis tournaments that provide frequent matches and rapid betting cycles. The format is designed to deliver continuous action for bettors while maintaining structured competition schedules.

ESportsBattle, meanwhile, focuses on esports competitions and related betting content. The product is intended to meet growing consumer interest in esports wagering, a sector that has experienced notable growth across many regulated markets in recent years.

According to BETER, Kentucky bettors can already access this content through bet365, one of the operator partners that currently offers the company's products.

The availability of the content through an established sportsbook partner allows Kentucky customers to engage with the offerings immediately following regulatory approval.

Growing demand for fast betting experiences

Commenting on the expansion, Chuck Robinson, CRO at BETER, highlighted the significance of entering Kentucky and the broader growth of fast betting products across the United States.

“Kentucky is a state with a deep sporting heritage and we’re excited to bring our exclusive Setka Cup and ESportsBattle content to operators and bettors there. Reaching nine US states is an important milestone that reflects the growing appetite for fast-betting content across the country.

“The US market is evolving rapidly and players are increasingly seeking round-the-clock, high-quality betting experiences. BETER is built to meet that demand and each new state we enter strengthens our position as the go-to provider of fast-betting content worldwide.”

Robinson's comments reflect a broader industry trend in which operators are seeking content that can supplement traditional sports schedules and help maintain customer engagement throughout the day.

As sports betting markets mature, many providers are focusing on specialized content categories that offer frequent betting opportunities and consistent event availability.

Regulatory compliance remains a key focus

For companies operating in the United States, regulatory compliance remains one of the most important aspects of market expansion. Each state maintains its own licensing procedures, technical standards and operational requirements.

Valeriia Tarchynska, Chief Legal Officer at BETER, emphasized the work involved in securing approvals across multiple jurisdictions.

“Receiving both approval and license is the result of sustained and meticulous regulatory and compliance work by our team. The US licensing landscape is uniquely complex, with each state operating under its own distinct framework and we take great pride in meeting those requirements wherever we operate.

“With nine states now approved, the US continues to be a cornerstone of BETER’s global strategy. We are actively pursuing approvals in additional key states and remain fully committed to expanding our footprint across the country and beyond.”

Her comments underline the importance of regulatory readiness in the American market, where approval in one state does not automatically provide access to another. Operators and suppliers must satisfy separate requirements in each jurisdiction before launching products.

US expansion remains central to company strategy

The United States continues to represent one of the most significant growth opportunities for betting technology providers and content suppliers. Since the expansion of regulated sports betting across multiple states, competition among suppliers has intensified as companies seek to establish long-term partnerships with operators.

BETER's latest approval demonstrates its ongoing commitment to increasing its regulated market presence. By adding Kentucky to its portfolio, the company further broadens the availability of its content and strengthens relationships with operators looking to diversify their betting offerings.

The company has also indicated that additional state approvals remain a priority, suggesting that further expansion announcements may follow as regulatory processes progress.

Conclusion

BETER's approval in Kentucky represents another notable milestone in its US growth journey. The addition of a ninth regulated state expands the reach of its Setka Cup and ESportsBattle products while reinforcing its position within the fast-betting content sector.

As demand for continuous betting opportunities continues to develop across regulated markets, suppliers that can provide reliable content, live data and compliant operations are likely to remain important partners for sportsbook operators. With Kentucky now added to its network and further approvals being pursued, BETER appears focused on strengthening its long-term presence in one of the world's most competitive betting markets.

FAQs

What license has BETER received in Kentucky?
BETER has received regulatory approval and licensing from the Kentucky Horse Racing and Gaming authority, allowing it to provide betting content and related services to licensed operators in the state.

What products can BETER offer in Kentucky?
The company can offer its Setka Cup table tennis content and ESportsBattle esports betting content, including live data and live streaming services.

How many US states has BETER entered?
Following the Kentucky approval, BETER's products are available in nine US states.

Which states currently have BETER approval?
BETER has approvals in Florida, New Jersey, Colorado, Arizona, Indiana, Iowa, North Carolina, Illinois and Kentucky.

What is Setka Cup?
Setka Cup is a table tennis betting product that features frequent matches and continuous betting opportunities.

What is ESportsBattle?
ESportsBattle is BETER's esports-focused betting content offering that provides events, live data and wagering opportunities for sportsbook operators.

Can Kentucky bettors already access BETER content?
Yes. According to the company, its content is already available in Kentucky through bet365.

Why is fast betting becoming popular?
Fast betting offers frequent events and rapid betting cycles, allowing customers to place wagers throughout the day rather than waiting for traditional sporting schedules.

What challenges do betting suppliers face in the US?
Each state has its own regulatory framework, meaning suppliers must complete separate licensing and compliance processes before entering new markets.

Will BETER continue expanding in the United States?
The company has stated that it is actively pursuing approvals in additional states as part of its ongoing expansion strategy.