Beter approved as vendor in Colorado
Sports betting supplier Beter has received approval from the Colorado Division of Gaming to provide its content to licensed sportsbooks in the state.
Having been granted a Vendor Minor License Beter can introduce its esports tournaments under the ESportsBattle brand name and Setka Cup table tennis events to Colorado bettors through its partnership with Bet365.
Colorado is now the second state where Beter has been approved to operate, following its entry into New Jersey earlier this year. However, it will be the first time US bettors can access the company’s ESportsBattle content.
Beter generates content on around 700,000 events annually, including live streams, real-time data, and sports and esports betting odds.
Beter Chief Executive Gal Ehrlich said, “The US 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.”
After expanding into New Jersey earlier this year, the company is also pursuing licenses in several other US states, including North Carolina, Arizona, and Indiana.
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The Backstory
Why Colorado matters now
Colorado’s signoff gives Beter its second U.S. regulatory foothold and its first chance to bring proprietary esports to American bettors. The supplier secured a Vendor Minor License from the state’s Division of Gaming, opening the door to distribute its ESportsBattle tournaments and the Setka Cup table tennis circuit through its partnership with Bet365. The approval follows Beter’s initial U.S. entry in New Jersey earlier this year, where it began with streamed and data-driven table tennis and laid the groundwork for a broader portfolio. With Colorado, the company moves beyond a single-state beachhead and tests U.S. demand for around-the-clock esports content built for in-play wagering.
Beter framed Colorado’s process as a high bar and a validation of its integrity framework, a pitch tailored to regulators stressing data accuracy and match oversight. The company produces odds, real-time data and live streams for roughly 700,000 events annually, a volume designed to keep markets open and liquidity flowing throughout the day. Colorado will be the first U.S. market to see ESportsBattle live, a milestone that could inform Beter’s licensing push in additional states named on its roadmap, including North Carolina, Arizona and Indiana. Read more on the approval in Beter approved as vendor in Colorado.
Setting the stage: New Jersey’s early green light
Beter’s U.S. build started in New Jersey, where the Division of Gaming Enforcement granted vendor registration for data and streaming. The launch prioritized the Setka Cup, which went live on Bet365’s New Jersey site and established operational standards the company now seeks to replicate in other states. New Jersey’s green light gave Beter a controlled testbed for fast markets, with in-house integrity teams monitoring each match and operators able to offer more than 30 markets per event. That foundation is central to Beter’s pitch in Colorado and beyond, with the company signaling it can scale similar oversight across basketball, tennis and esports in high-frequency formats. Details on the first U.S. approval are in Beter expands into the US with New Jersey regulatory approval.
The New Jersey launch also showcased the commercial logic for nonstop niche sports. By driving continuous wagering windows and predictable schedules, Setka Cup content can extend session time and smooth daily handle peaks. As Beter broadens its slate in Colorado to include ESportsBattle, it is testing whether that same mechanics-first approach translates to an esports audience in a new regulatory environment.
Market context: Colorado’s growth trajectory
Colorado remains one of the country’s more dynamic online betting markets, with January gross gaming revenue reaching $60.8 million and net sports betting proceeds up 17.8% year over year to $45.4 million, according to the Department of Revenue. Professional basketball led online handle at $177.1 million, followed by pro football, while table tennis and tennis rounded out the top five. That mix matters for Beter: the state’s bettors already engage with table tennis at meaningful levels, creating a natural on-ramp for Setka Cup expansion and potential cross-sell into esports streams. See the state’s latest metrics in Colorado online sports betting reaches $60.8 million revenue in January.
Colorado has licensed 13 online sportsbooks and eight retail locations since legalization in May 2020, giving tech-forward content suppliers multiple distribution paths. For Beter, the Bet365 partnership provides immediate reach and the chance to measure user engagement across two states with different promotional regimes and tax environments.
Policy crosswinds: promotions and taxation
Colorado’s regulatory backdrop is not static. Lawmakers advanced House Bill 1311 to tax operators on free bets offered to players, with proponents targeting additional funding for water projects. Sponsors estimate the change could add roughly 30% more revenue to conservation initiatives, or about $12 million, while maintaining the state’s 10% tax rate on sports betting. The bill, set for a House Finance Committee hearing on April 21, mirrors a broader national tilt toward higher effective tax burden as states rework promotional deductions and headline rates. The debate has accelerated after recent hikes in Ohio, Illinois and Massachusetts, with Illinois jumping from 15% to 40%. The contours of Colorado’s policy will influence the economics of market entry and retention efforts for operators and vendors alike. More on the measure is in Colorado lawmakers discuss taxing free sports bets.
For content suppliers such as Beter, promotional tax treatment changes how partners allocate budgets among acquisition, retention and product. If free bet costs rise, operators may lean harder on always-on live content to drive engagement without heavy subsidies, a dynamic that could benefit providers of high-frequency betting opportunities. Conversely, sustained promotional pressure can curb handle growth in the near term, challenging newer vendors to prove rapid revenue contribution.
Product arc: from table tennis to esports and cricket
Beter’s U.S. playbook emphasizes constant markets and integrity-forward operations, starting with Setka Cup and expanding into esports in Colorado. The company is also broadening its cricket coverage globally, adding odds and live data for tournaments in more than 35 countries, including the U.S. That expansion will cover marquee events such as the Indian Premier League and the ICC World Cup, as well as Tier 1 and Tier 2 domestic leagues and a long tail of Tier 3 and Tier 4 competitions. The cricket roadmap underscores Beter’s focus on micro-events—overs, innings and exact-run markets—that fuel in-play volume. The plan ties back to its New Jersey registration in April 2025, which grounds the U.S. portion of its cricket distribution. See the expanded offering in Beter expands cricket betting coverage to include US.
In Colorado, the immediate differentiator will be ESportsBattle, which has not yet been available to U.S. bettors. If engagement rises alongside table tennis, Beter can argue the case for faster expansion into additional states already on its licensing list. The sequencing—New Jersey for proof of concept, Colorado for esports activation, then broader geographic coverage—positions the company to adjust content mixes based on state-level user behavior and policy shifts.
Regulatory momentum beyond the U.S.
The U.S. approvals fit into a larger global reset toward regulated supply chains in gaming. In the Gulf, the United Arab Emirates is building a national framework, with the General Commercial Gaming Regulatory Authority licensing vendors to control content and integrity across the market. Yolo Group’s Hub88 Holdings and Live Online Gaming Services recently received gaming-related vendor licenses, positioning Live88 as the first licensed online live casino studio in the UAE. The group is exiting gray markets and aligning with regulated jurisdictions as the UAE formalizes oversight and signs cooperation agreements, including a Memorandum of Understanding with New Jersey’s Division of Gaming Enforcement. The shift offers a template for cross-border supervision and vendor vetting. Read more in Yolo Group secures two UAE gaming vendor licences.
For Beter, these global moves reinforce the value of early compliance in stringent markets. Colorado’s approval, layered onto New Jersey’s, gives the company credibility in conversations with other U.S. regulators and international authorities. As states refine tax policies and promotional rules, and as new jurisdictions open with modern compliance expectations, vendors that can demonstrate scale, integrity and flexible content will be best positioned to capture share without overreliance on subsidies. In that sense, Colorado is less a destination than a proving ground for how fast-betting content performs when product, policy and market timing align.
