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BETER, a global supplier of fast-betting content and sports data, has received approval from the Colorado Division of Gaming, securing a Vendor Minor License that allows it to provide live data and streaming services to licensed operators in the state. The company has already activated its flagship products with bet365, giving Colorado players first-time access to its ESportsBattle tournaments alongside the 24/7 Setka Cup table tennis series.
This marks a pivotal step in BETER’s North American expansion and follows its earlier entry into New Jersey, where it obtained Vendor Registration from the state’s Division of Gaming Enforcement in April.
ESportsBattle and Setka Cup Arrive in Colorado
The Colorado approval covers two of BETER’s core offerings. ESportsBattle tournaments, which include eFootball and eBasketball formats, are now available through bet365’s Colorado platform. The same domain also hosts the Setka Cup, BETER’s round-the-clock table tennis series that features nonstop matches and betting opportunities.
“This is another milestone moment for BETER as we continue to expand our presence across the United States, a market where we see huge demand for our next-gen products,” said Gal Ehrlich, CEO of BETER. “The U.S. is considered one of the most tightly regulated markets in the world, so securing approval in Colorado is a testament to the dedication of our legal team and the outstanding quality of our products, especially in terms of integrity and adherence to the rules of fair play. It’s an honor to launch in Colorado with bet365, an esteemed partner of ours and one of the top brands in the U.S. market, making its Colorado players the first in the country to access ESportsBattle tournaments.”
With this launch, U.S. bettors can now engage with BETER’s esports tournaments in real time, marking the first time ESportsBattle content has been available in the country.
Expanding Across Regulated U.S. States
Colorado is the second state where BETER has gained regulatory approval, following New Jersey earlier this year. The company sees the U.S. as a priority market, describing licensing efforts in multiple jurisdictions including North Carolina, Arizona, and Indiana.
Valeriia Tarchynska, Chief Legal Officer at BETER, highlighted the strategic significance of the move. “It is an important step for BETER, and it aligns with our wider strategy of securing approvals and launching our exclusive products for bettors across all key regulated U.S. states. As always, I would like to thank our trusted partner, the law firm Blank Rome, for supporting our licensing efforts in Colorado and for their continued work with us as we actively pursue licenses in other U.S. jurisdictions, including such states as North Carolina, Arizona, Indiana, and others.”
The company’s portfolio is built for scale: BETER supplies data and streaming for roughly 700,000 fast-paced sports and esports events annually. Each event can offer up to 50 betting markets, and the firm maintains an average operator margin exceeding 7.5%.
The collaboration with bet365 reinforces BETER’s long-term partnership with one of the largest global sportsbook brands. Already active in several U.S. states and markets across Europe and Latin America, bet365 provides a ready platform for BETER to expand the reach of its data-driven products.
BETER continues to strengthen its footprint outside the U.S. as well. In October, the company partnered with Entain CEE to distribute its fast-betting content to SuperSport in Croatia and STS in Poland. These deals highlight the international demand for BETER’s accelerated betting formats, which emphasize quick outcomes, real-time odds, and continuous play.
