Gaming Supplier BETER Enters American Market via New Jersey

Gaming solutions and data provider company BETER secured its first U.S. vendor registration in New Jersey, allowing it to join the online casino and sports betting marketplace.

The company specializes in esports and niche sports such as table tennis. It covers more than 11,000 Setka Cup matches per month and has up to 30 betting markets for each event.

As a registered entity in New Jersey, BETER may now partner with licensed sportsbook operators such as retail casinos or online sports betting sites.

Writing a new chapter

BETER’s entrance into the New Jersey market gives it a chance to announce its arrival with a bang. The Garden State is one of the three most robust gaming and iGaming markets thanks to its variety of platforms offering legal sports betting, online casinos, sweepstakes casinos, and more.

“This is a milestone moment for the BETER team,” CEO Gal Ehrlich said. “We see tremendous potential for our fast-betting products and solutions in New Jersey and across the US.”

Chief Legal Officer Valeria Tarchynska said that the company is excited by its arrival, but is still focused on making headway in other prominent markets.

Pennsylvania, Ohio, Colorado, Florida, and North Carolina were listed as states where BETER may look to strike partnership deals with licensed vendors.

“Securing our first U.S. approval marks a significant legal and operational achievement for BETER. Our legal team, in close collaboration with our trusted partner, the law firm Blank Rome, worked tirelessly with the New Jersey DGE to bring this to life,” Tarchynska added.

Plans for BETER

BETER launched in 2010 and has about 500 active employees. It is privately held and headquartered in Prague, Czech Republic.

The company already has a strong reputation as a provider in Latin America and Europe. Ehlrich cited that as one reason the company was granted approval for a U.S. launch.

Its first contributions to American sports betting will come thanks to bet365, which will carry odds for the Setka Cup using BETER’s real-time data and use their integrity team to uphold competitive fair play.

Upcoming plans for BETER largely center around delivering esports odds for eFootball, eBasketball, and eHockey, in addition to traditional sports like basketball and tennis.

All 12 of New Jersey’s casinos and all four racetracks may offer betting odds for professional and amateur sports. The state also licensed 14 online sportsbooks, including: