FIRST.bet has signed yet another deal in Latin America, as the Bulgarian betting tech firm chases leads in the many developing markets the region hosts.

Recent months have seen Brazil, by far Latin America’s biggest betting market and ranked as the sixth most active globally by Blask, become the key focus for FIRST.bet.

The firm’s latest deal is a renewal with Bet da Sorte, a prominent local betting brand.

The Brazilian market has become highly competitive since its regulation on 1 January 2025, with local firms like Bet da Sorte battling it out with major multinationals including Betano, bet365 and Superbet.

“Brazil is one of the most competitive betting markets in the world, and our players demand a fast, sharp sportsbook,” said Tom Santos, Chief Commercial Officer of Bet da Sorte. 

“Returning our sports betting to FIRST.bet gives us the trading edge and stability to keep growing quickly, without ever compromising the player experience or our compliance-first standards.”

Bet da Sorte will continue to utilise FIRST.bet’s trading, pricing and risk management solutions across pre-match and in-play betting. 

It will also continue to run its wider platform on the shared iGaming technology stack Single Software.

Prior to renewing its deal with Bet da Sorte, FIRST.bet has been targeting Brazil in similar deals with the likes of BetVIP and Atlaslive.

It also partnered with ADI Predictstreet to support the prediction markets platform’s Latin American expansion.

The company has been putting a lot of effort into tailoring its sportsbook platform to the specific needs of the Brazilian market, as company leadership as detailed to SBC.

Specific factors include KYC, AML and monitoring requirements, as well as key consideration for Brazilian bettors number one interest – football.

“Bet da Sorte tested the market and came back,” said Tom Light, Founder and CEO, FIRST.bet.

“That’s the clearest proof point we could ask for: our trading performance and our commitment to this market speak for themselves.”