BETER secures vendor minor license in Colorado

BETER, the internationally recognized provider of fast-betting content and data across esports and sports, has officially obtained a Vendor Minor licence from the Colorado Division of Gaming. This regulatory approval marks a significant milestone in the company’s ongoing expansion within the United States and reinforces its reputation as a trusted supplier of cutting-edge betting products.

The Vendor Minor licence enables BETER to provide live data, live streaming, and advanced betting solutions directly to licensed operators within the state. This is an essential step for the company, allowing it to bring its industry-leading offerings to US bettors while ensuring compliance with Colorado’s strict regulatory standards.

Expansion of flagship esports and table tennis tournaments

Under this licence, BETER can now deliver its flagship ESportsBattle tournaments, which initially feature disciplines such as eFootball and eBasketball, as well as the Setka Cup table tennis series. Both events are already accessible to Colorado players through the state domain of Bet365, one of BETER’s most longstanding and reputable partners. Bet365 operates across multiple US states and is renowned for its commitment to quality, secure, and fair betting experiences.

The launch of these tournaments in Colorado represents the first time US bettors will experience BETER’s ESportsBattle events. ESportsBattle has been praised internationally for its fast-paced, immersive gameplay and live data integration, providing up to 50 betting markets per event with real-time odds and 24/7 live streaming coverage.

Colorado marks the second US regulatory approval

With the Vendor Minor licence in Colorado, the state becomes the second in the United States where BETER has obtained official regulatory approval. Earlier this year, in April, BETER was granted a Vendor Registration by the New Jersey Division of Gaming Enforcement (DGE). That approval enabled the supplier to launch the Setka Cup series in New Jersey, offering players access to exclusive table tennis events backed by BETER’s proprietary data and live betting technology.

The New Jersey launch provided an initial testing ground for the company’s US expansion strategy, allowing it to refine its operations and ensure full compliance with stringent regulatory requirements. Colorado’s approval represents the next significant step in replicating this success across additional US markets.

BETER’s product offerings and market impact

BETER delivers more than just traditional betting content. The company specializes in 24/7 live streaming, hyper-accurate odds, and comprehensive real-time data for approximately 700,000 events annually. These events span both esports and traditional sports disciplines, offering operators the ability to provide bettors with an extensive range of betting markets.

On average, BETER’s offerings include up to 50 markets per event, with operator margins typically exceeding 7.5%. This combination of quantity and quality positions BETER as one of the leading suppliers in the fast-betting segment, where speed, accuracy, and reliability are critical to both operators and players.

Leadership comments on Colorado launch

Gal Ehrlich, CEO of BETER, emphasized the significance of the Colorado licence, noting the company’s broader US ambitions:

“This is another milestone moment for BETER as we continue to expand our presence across the United States, a market where we see huge demand for our next-gen products. The US is considered one of the most tightly regulated markets in the world, so securing approval in Colorado is a testament to the dedication of our legal team and the outstanding quality of our products, especially in terms of integrity and adherence to the rules of fair play.

“It’s an honour to launch in Colorado with Bet365, an esteemed partner of ours and one of the top brands in the US market, making its Colorado players the first in the country to access ESportsBattle tournaments.”

Ehrlich’s statement underscores both the regulatory challenges and the market opportunities inherent in entering the US betting sector. By partnering with an established brand such as Bet365, BETER ensures a smooth and secure introduction of its products to a new audience.

Legal and compliance efforts

Valeriia Tarchynska, BETER’s chief legal officer, highlighted the role of compliance and strategic legal planning in achieving this licence:

“It is an important step for BETER, and it aligns with our wider strategy of securing approvals and launching our exclusive products for bettors across all key regulated US states.

“As always, I would like to thank our trusted partner, the law firm Blank Rome, for supporting our licensing efforts in Colorado and for their continued work with us as we actively pursue licences in other US jurisdictions, including such states as North Carolina, Arizona, Indiana, and others.”

Tarchynska’s comments illustrate the significant legal and procedural work required to navigate the highly regulated US market. BETER’s proactive approach ensures that it meets the rigorous standards of state gaming authorities, while also protecting its operational integrity and reputation.

Strategic significance of US market expansion

The United States represents one of the most tightly regulated and potentially lucrative markets for esports and sports betting suppliers. With each state enacting its own regulatory framework, gaining approval is often a complex and time-intensive process. BETER’s ability to secure licences in both New Jersey and Colorado demonstrates not only the quality of its products but also the strength of its legal and compliance infrastructure.

Expanding into the US market allows BETER to tap into a growing audience of sports and esports enthusiasts who increasingly seek immersive, data-driven betting experiences. By offering high-frequency events, accurate odds, and extensive market coverage, BETER positions itself as a preferred partner for operators looking to differentiate themselves in a competitive landscape.

US esports betting landscape

Esports betting in the United States has seen rapid growth in recent years, fueled by rising interest in competitive gaming and an increasing number of regulated betting markets. Tournaments such as ESportsBattle provide an ideal platform for operators to offer innovative betting products that appeal to both traditional bettors and younger, tech-savvy audiences.

The integration of live streaming and real-time data enhances player engagement, while the ability to bet on multiple markets within a single event drives higher wagering volume. BETER’s US launches, therefore, represent a strategic alignment between product innovation and market demand.

Looking ahead: plans for further expansion

BETER has made clear its intention to continue expanding across additional US states, including North Carolina, Arizona, and Indiana. Each of these markets presents unique regulatory requirements, emphasizing the importance of a tailored approach to licensing and compliance.

By leveraging its proven track record and strategic partnerships, BETER aims to bring its full portfolio of fast-betting products to a wider audience while maintaining the highest standards of integrity and transparency. This expansion is likely to reinforce BETER’s position as a leading provider of esports and sports betting content in the United States.

Conclusion

The acquisition of a Vendor Minor licence in Colorado represents a significant milestone for BETER. With ESportsBattle and Setka Cup now live for Colorado players, the company has successfully extended its footprint in the US market, demonstrating its ability to navigate complex regulatory environments and deliver high-quality betting experiences.

Through strategic partnerships, rigorous compliance, and innovative product offerings, BETER continues to solidify its reputation as a trusted supplier of esports and sports betting content. The company’s ongoing expansion across the United States promises to bring cutting-edge products to a rapidly growing audience, ensuring its position as a leading player in the global betting industry.

FAQ

What is the significance of BETER receiving a Vendor Minor licence in Colorado?
The licence allows BETER to legally provide live betting data and streams to licensed operators in Colorado, marking a major step in its US expansion.

Which tournaments will BETER offer under this licence?
BETER will provide ESportsBattle tournaments, featuring eFootball and eBasketball, and the Setka Cup table tennis series.

Why is this launch important for US players?
It is the first time US players, specifically in Colorado, can access ESportsBattle tournaments through a regulated platform.

Who is BETER’s key partner in Colorado?
Bet365, a well-known sportsbook operator, is BETER’s partner for launching these events in Colorado.

Has BETER been approved in any other US states?
Yes, BETER received Vendor Registration in New Jersey earlier in 2025, allowing them to offer Setka Cup events to New Jersey bettors.

How many events does BETER provide annually?
BETER offers approximately 700,000 fast-paced esports and sports events each year.

How many betting markets are available per event?
BETER provides up to 50 betting markets per event, allowing a diverse range of wagers.

What role does the legal team play in BETER’s US expansion?
The legal team ensures compliance with state regulations, secures licences, and manages legal strategies to enter new US markets safely.

Which other US states is BETER targeting for future expansion?
BETER is pursuing licences in North Carolina, Arizona, Indiana, and other key regulated states.

What makes BETER’s products appealing to operators and bettors?
Its combination of 24/7 live streaming, real-time data, hyper-accurate odds, and multiple betting markets makes BETER’s offerings engaging and profitable for operators.