OpenBet integrates BETER content into its Trading System for operators

OpenBet has integrated BETER’s ESportsBattle tournaments and Setka Cup table tennis series into the OpenBet Trading System under a new partnership between the two companies. The agreement adds another source of fast-paced sports and esports betting content to OpenBet’s multi-supplier environment.

Through the arrangement, BETER’s content can be accessed through OpenBet’s single integration model. The companies state that this allows OpenBet to distribute BETER’s sports and esports events to operator customers without requiring a separate technical build for each content product.

The integration is relevant to sportsbook businesses seeking broader live and in-play coverage while limiting the technical complexity associated with connecting several specialist suppliers. Rather than treating every content provider as a separate technology project, the Trading System is designed to bring multiple sources into a central framework where operators can manage available content according to their own sportsbook requirements.

For regulated operators, this type of architecture can also have practical value from an operational perspective. Operators often need to coordinate trading functions, content availability, risk controls and market-specific requirements across a range of betting products. A consolidated integration can simplify that process while leaving commercial and trading decisions under operator control.

BETER adds fast-paced content to the platform

BETER specialises in sports and esports content built around frequent events, live data and real-time betting opportunities. Its portfolio includes ESportsBattle tournaments as well as the Setka Cup table tennis series and the BSKT Cup basketball league.

BETER’s current public information states that it provides more than 700,000 fast-paced esports and sports events annually with up to 50 markets per event. The company also currently refers to an average operator margin of 7.5% or higher rather than the 8%+ figure contained in the original material.

The supplier’s esports offering covers eFootball, eBasketball, eHockey and eTennis through its ESportsBattle product. BETER separately identifies Setka Cup as part of its sports portfolio with table tennis serving as one of its core fast-betting disciplines.

That structure gives OpenBet access to content designed for periods when traditional sports schedules may offer fewer betting opportunities. Fast-format competitions can operate throughout the day and can provide additional options for sportsbooks that want a wider selection of live markets.

At the same time, the value of such content is dependent on each operator’s own commercial model, regulatory obligations and trading strategy. Availability through a technology platform does not by itself mean that a product is authorized in every jurisdiction. Operators must still determine whether particular content and markets comply with local rules before making them available to customers.

ESportsBattle broadens esports coverage

ESportsBattle has become one of BETER’s most established esports products. The current portfolio includes multiple game-based disciplines with continuous event coverage and live betting capabilities. BETER’s official product information states that ESportsBattle delivers more than 500,000 events annually across eFootball, eBasketball, eHockey and eTennis.

For OpenBet customers, integrating this content into the Trading System can create a more centralised route to esports markets. Operators do not need to approach the content solely as an isolated esports product. Instead, it can sit alongside other feeds and betting solutions already connected to the platform.

This is increasingly relevant as sportsbooks diversify beyond the major traditional sporting calendar. Esports can provide additional event frequency while also appealing to audiences that follow competitive gaming and digitally oriented sports products.

The technical arrangement may therefore support broader sportsbook planning. Operators can assess which products they want to activate based on market demand, legal permissions, trading resources and the commercial profile of their customer base.

Setka Cup strengthens live sports availability

The second major component of the partnership is the Setka Cup table tennis series. BETER identifies Setka Cup as a central part of its sports offering and provides continuous coverage built around fast-paced table tennis tournaments.

Table tennis is particularly suited to live betting because matches can develop quickly and generate a high number of in-play moments. For sportsbook operators, the availability of such events can complement larger sports properties that may have fixed schedules or extended periods between fixtures.

BETER’s sports portfolio also includes the BSKT Cup basketball league. The broader selection indicates that the partnership is not restricted to a single sports category. Instead, OpenBet is adding access to a supplier with coverage spanning both sports and esports.

That distinction matters for operators managing several betting verticals through one technical environment. A wider content mix can make it easier to structure a sportsbook around different event types without maintaining separate integration routes for each supplier.

Executive comments on the partnership

Gal Ehrlich, CEO of BETER, said: “We are delighted to partner with OpenBet, one of the most respected and established names in the industry. We are truly excited to be working with such a high-calibre partner.

“Through this partnership, OpenBet clients worldwide can now access our exclusive fast-paced content, which is proven to engage players and deliver strong value for operators.

“This is another important step in strengthening BETER’s global position and we look forward to a successful long-term collaboration with OpenBet.”

Glen Saville, Chief Services Officer at OpenBet, added: “OpenBet’s Trading System gives leading operators access to the best content in the market without the integration overhead.

“BETER’s exclusive fast-paced esports and sports products are exactly the kind of high-quality, differentiated supplier our customers want and this integration supports our focus on delivering exciting, memorable and safe betting experiences to players worldwide.

“We look forward to working closely with the BETER team and making this content available to our customers, further elevating our provision of world-class content to operators around the world.”

The statements from both executives focus on distribution efficiency, content differentiation and the ability to support operators through an established technology framework.

A broader approach to content aggregation

OpenBet has continued to develop its Trading System as a multi-supplier environment. The company’s existing materials describe the system as a way to deliver multiple betting feeds and services through a consolidated integration. This model is intended to reduce the technical burden associated with managing individual supplier connections.

The BETER agreement fits that broader approach. Instead of creating a standalone technical relationship for every operator, content can be made available within the infrastructure already used by OpenBet customers.

For sportsbook businesses, that can affect more than initial integration. A centralised framework may also influence how teams evaluate content, organise feeds and manage the commercial and operational lifecycle of betting products.

The approach is also consistent with the wider direction of the betting technology sector, where operators increasingly rely on specialist suppliers for individual categories while seeking platforms capable of coordinating multiple services through a smaller number of integrations.

Integrity and regulated market considerations

The expansion of esports and fast-paced sports content also places attention on data quality, event integrity and regulatory controls. BETER states that it works with industry integrity organisations including the Esports Integrity Commission and the International Betting Integrity Association.

The Esports Integrity Commission focuses on protecting the integrity of esports competition while the International Betting Integrity Association works across regulated betting markets to monitor and address integrity risks. Their roles illustrate why betting content is not solely a question of technical delivery.

For operators using newly integrated content, appropriate governance remains essential. Product availability, market configuration, trading controls and jurisdictional permissions must be handled in accordance with applicable laws and internal compliance procedures.

The partnership itself is therefore best understood as a technology and content distribution arrangement. It gives OpenBet a further supplier relationship while giving BETER another route to reach sportsbook customers through an established platform environment.

What the agreement means for operators

The practical outcome is a broader range of sports and esports content accessible through the OpenBet Trading System. Operators can gain access to BETER’s ESportsBattle and Setka Cup products through the platform’s aggregation model rather than building a separate connection specifically for those products.

This may be particularly relevant for operators that want to increase event frequency while keeping technology architecture manageable. It also gives trading teams additional content that can be assessed alongside existing sportsbook feeds.

The ultimate commercial impact will vary between operators. Customer preferences, jurisdictional rules, trading policies and product configuration all influence how integrated content is deployed.

Conclusion

The OpenBet and BETER partnership represents a focused expansion of betting content within a broader technology ecosystem. By bringing ESportsBattle and Setka Cup into the OpenBet Trading System, the agreement creates another route for operators to access specialist sports and esports products through a unified integration framework.

For BETER, the arrangement expands the distribution of its fast-paced content without requiring every operator customer to undertake a separate technical project. For OpenBet, it strengthens the range of third-party content available through its Trading System and supports a model built around aggregation and operational flexibility.

The significance of the agreement ultimately lies in how technology, content and compliance intersect. Modern sportsbook platforms must provide scale without losing control over trading, risk and market requirements. Partnerships such as this one show how suppliers can combine specialised content with centralised infrastructure while leaving individual operators responsible for the markets they choose to offer.

As sportsbook competition continues to develop across regulated jurisdictions, the ability to access differentiated events through efficient integration may remain an important consideration. The OpenBet and BETER arrangement adds another layer to that evolving model while keeping the emphasis on content distribution, technical efficiency and operator control.

FAQs

What is OpenBet?
OpenBet is a betting technology provider offering sportsbook platforms, trading solutions, content services and related betting infrastructure for operators and regulated businesses.

What is the OpenBet Trading System?
The OpenBet Trading System is a multi-supplier environment designed to bring betting content and services together through a central integration framework.

What has BETER integrated with OpenBet?
BETER has integrated its ESportsBattle tournaments and Setka Cup table tennis series into the OpenBet Trading System under the partnership described by the companies.

What is ESportsBattle?
ESportsBattle is BETER’s esports content offering covering disciplines including eFootball, eBasketball, eHockey and eTennis with live data, streaming and betting markets.

What is Setka Cup?
Setka Cup is BETER’s table tennis tournament series and forms part of the company’s fast-paced sports betting portfolio.

How can operators access BETER content through OpenBet?
The partnership provides access through OpenBet’s single integration model, allowing participating operator customers to connect with BETER’s content without building a separate technical integration for each product.

Does the partnership guarantee that BETER content can be offered in every market?
No. Operators remain responsible for determining whether individual betting products are permitted under the laws, licences and regulatory requirements applicable in each jurisdiction.

Why is fast-paced betting content important to sportsbooks?
Fast-paced content can provide additional betting events throughout the day and may help operators maintain a wider selection of live and in-play markets.

Who is Gal Ehrlich?
Gal Ehrlich is the CEO of BETER. He has served as the company’s chief executive since 2021.

Who is Glen Saville?
Glen Saville is the Chief Services Officer at OpenBet. Current executive listings identify him in that role.