Brazilian operator Pixbet is updating its tech stack via a partnership with FIRST – Best in Sports, a sportsbook solutions developer.

The partnership comes 10 months after the launch of the Brazilian market, which has as expected grown rapidly and attracted significant international and domestic interest.

FIRST asserts that its platform is ideal for Pixbet due to it being designed for the Latin American market ‘from the ground up’, with specific features tailored to the Brazilian market.

The platform has been designed with a Portuguese-language UX and odds tailored to Brazilian football including the national Brasileirão league and the Copa do Brazil knockout tournament, as well as the Série A–C regional leagues.

Perhaps most important is the platform’s real-time PIX integration – this being a regulatory requirement of the Brazilian market, with PIX one of the only accepted payment methods for gambling, while cash, crypto and credit card payments are prohibited. PIX is also the most widely used payment method in Brazil, being used by nearly 80% of the population.

“Pixbet isn’t just a market leader – it’s part of Brazil’s sporting DNA,” said Tom Light, Founder & CEO at FIRST – Best in Sports.

“Our partnership reflects a shared belief in high performance, innovation, and long-term alignment with regulation. Together, we’re setting a new standard for what the modern Brazilian sportsbook should feel like.”

The partnership comes at a critical time for Brazilian betting, with the regulated market under the ‘Bets’ regime facing some political and regulatory pressure at the moment – chiefly around taxation but also around advertising.

Meanwhile, the market has become rapidly saturated with prominent international firms like Superbet, Entain, Flutter Entertainment and Kaizen Gaming all carving out market share.

Upgrading its sportsbook platform may prove critical for Pixbet as it looks to compete against these various international firms while also maintaining steady revenue in the face of potential tax increases.

“Our sportsbook has gained remarkable traction since integrating FIRST’s technology,” said Diomar Tadeu Dantas, CEO at Pixbet.

“We’ve seen a clear shift in player preference from casino to sports, driven by a faster, more intuitive, and fully Brazilian experience. With FIRST’s Tier One expertise supporting us, we’re more confident than ever in the future of Pixbet.”