European technology supplier BETER has entered two new U.S. states through its partnership with bet365.
BETER has launched in Indiana and Iowa after receiving approvals from the Indiana Gaming Commission (IGC) and the Iowa Racing and Gaming Commission (IRGC), respectively. It now delivers Setka Cup table tennis content to bet365 in both states, including live data and live streams.
bet365 also launched BETER’s content in Colorado and New Jersey earlier this year, as the supplier continues to expand across the U.S.
Unique value in an essential market
BETER offers its operator partners 24/7 live streaming services, real-time data and odds for approximately 700,000 events each year across a range of esports and sports. It provides up to 50 betting markets per event, with an average operator margin exceeding 7.5%.
As well as the Setka Cup table tennis series, BETER’s portfolio includes the BSKT Cup basketball league, Padel tennis and coverage of official cricket tournaments and leagues worldwide. Its esports portfolio includes ESportsBattle tournaments, featuring eFootball, eBasketball, eHockey and eTennis.
BETER CEO Gal Ehrlich said that securing approvals in Indiana and Iowa marks another important milestone in the company’s expansion across the U.S., a market where he said the firm is already seeing strong demand for its fast-betting content, particularly the Setka Cup.
“The U.S. is an essential market for both operators and suppliers, particularly those committed to building their businesses within regulated environments where player safety is the top priority,” Ehrlich added. “This is exactly what we aim to achieve, and we’re confident we can bring unique value to US operators and their bettors.”
BETER intends to earn regulatory approvals to enter other states, including North Carolina, Arizona, Ohio and more.
bet365 now live in 15 states
bet365 evidently sees value in adding BETER’s solutions to its U.S.-facing platform.
The British sportsbook is now live in 15 U.S. states after launching in its most recent new jurisdiction, Maryland, in late summer. It has also gone live in Kansas, Illinois and Tennessee in recent months.
A 16th state is already queued up, as bet365 will launch online sports betting in Missouri’s upcoming online sports betting market via a deal with the St. Louis Cardinals.
