Betting content firm BETER is continuing to build up its relationships with fellow B2B firms, striking a deal with FIRST, a sportsbook solutions supplier.

The deal largely centres around BETER’s portfolio of esports products, with FIRST utilising the company’s EsportsBattle tournaments including eFootball, eBasketball and the Setka Cup table tennis tournament.

This latter tournament is one of BETER’s flagship products, having been launched seven years ago. Although the firm has been branching out into other areas, Setka Cup remains a core focus product, having been taken live in the US earlier this year.

Gal Ehrlich, CEO of BETER, said: “The partnership between BETER and FIRST brings together two pioneering providers committed to delivering next-generation betting experiences.

“FIRST has launched our collaboration by integrating a suite of our most popular products — EsportsBattle for esports and Setka Cup for sports—both proven to engage players and deliver the fast-betting thrills they seek.

“This is a great partnership, and our teams are looking forward to a fruitful collaboration.”

As noted above, the partnership marks a continuation of BETER’s engagement with fellow B2B firms as well as customer-facing operators. A very similar deal to the one announced today with FIRST was inked with FeedConstruct at the start of this year, for example, encompassing ESportsBattle tournaments.

For FIRST, the company hopes that by leveraging BETER’s esports content and data it will be able to step up its activity in Africa, Europe and Latin America, with esports gaining traction in the latter two regions, particularly Latin America.

“BETER’s fast-betting portfolio fits exactly what FIRST was built for: a high-performance sportsbook crafted by specialists,” said Tom Light, CEO of FIRST.

“Together, we give operators a direct route to Tier-1 competitiveness, faster time-to- market, higher player engagement, and the confidence to go head-to-head with the biggest brands across LatAm, Europe and Africa from day one.”