Beter partners with Meridianbet in Peru and Europe
Betting content and igaming provider, Beter, has partnered with online sportsbook provider, Meridianbet, to integrate its esports and sports content into its platform.
Bettors across 18 licensed jurisdictions in Europe, Africa, and Latin America including Peru, will gain access to Meridianbets’ esports tournament series, eSportsBattle, along with its Setka Cup table tennis series.
Gal Ehrlich, Chief Executive Officer of Beter, said, “Beter has established itself as an in-demand provider of fast-betting content for esports and sports, and we are embarking on rapid expansion to bring our products and experiences to more operators and players than ever before. Meridianbet is exactly the kind of partner we look for – it fully understands that demand for fast-betting content is only going to rise and has taken action to meet player expectations today.”
Beter offers users 24/7 live streaming and real-time odds, and its eSportsBattle tournaments feature efootball, ebasketball, and etennis, including the international basketball tournament for Asia and Europe, the BSKT Cup.
Chief Executive Officer of Meridianbet, Zoran Milosevic, added, “Beter’s fast-betting content is in a league of its own, and we are thrilled to be offering ESportsBattle and Setka Cup to our players. Bettors today want fast-paced betting experiences that are action-packed and engaging, and that’s exactly what Beter provides through its content portfolio.”
Beter has also been expanding its presence in the US, launching in Colorado earlier this year to provide its online sportsbooks in the state.
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The Backstory
Why this tie-up matters now
Beter’s integration with Meridianbet across Peru and multiple European markets lands at a moment when fast-betting content is becoming a core acquisition and retention lever for sportsbooks. The company’s product slate — around-the-clock live streams, real-time pricing and nonstop esports and niche sports events — is engineered for short bet cycles and high engagement. That model has been gaining regulatory traction in the United States and commercial momentum in Latin America, setting the stage for broader distribution deals like Meridianbet’s.
The partnership expands access to Beter’s eSportsBattle series and Setka Cup table tennis schedule in 18 licensed jurisdictions, including Peru, a LatAm market drawing increased operator investment. It also aligns with an industrywide shift toward exclusive content pipelines and dedicated live environments that shorten time to bet and deepen brand stickiness. Recent moves by suppliers and operators underscore the stakes: scale, speed and market-by-market compliance are determining who captures the next wave of growth.
Regulatory toeholds in the U.S.
Beter has built a regulatory path in the U.S. to support these international deals. The company secured vendor registration from New Jersey’s Division of Gaming Enforcement, its first approval in the country, enabling licensed operators to access real-time data and livestreams for Setka Cup matches in the state. Bet365 now carries those table tennis events in New Jersey, marking a U.S. debut for one of Beter’s core products and a test bed for its broader fast-betting thesis. The company framed the approval as a milestone and a springboard into additional states as it scales content across basketball, tennis and esports formats. Read more about the New Jersey regulatory approval.
That initial clearance was followed by a Vendor Minor License in Colorado, where Beter can distribute ESportsBattle tournaments and Setka Cup through a partnership with Bet365. Colorado is Beter’s second approved state after New Jersey but the first where U.S. bettors can access the ESportsBattle product. The company highlighted integrity controls and fair-play adherence as differentiators while it pursues licenses in North Carolina, Arizona and Indiana. The approval underscores a regulatory strategy that pairs high-frequency content with compliance rigor, a prerequisite for wider U.S. rollout. Details on the expansion are here: Beter approved as vendor in Colorado.
Together, the New Jersey and Colorado entries validate both demand and oversight readiness for products built around thousands of short-duration events, positioning Beter to use U.S. momentum as a commercial credential in other regulated markets.
LatAm focus sharpens
The Meridianbet deal also tracks with a deeper push into Latin America. Beter named Juliana Querino as business development manager for the region with a mandate to extend reach and broker new relationships. The company cited fast-betting content as essential for operators in Latin America, where bettors have embraced esports and table tennis formats alongside traditional markets. Querino’s background across suppliers and affiliates suggests a strategy that blends distribution partnerships with localized positioning from Brazil to Peru. For more on the appointment, see Beter appoints Juliana Querino as Business Development Manager for LatAm.
Peru’s inclusion in the Meridianbet rollout matters here. It gives Beter a concrete foothold in a jurisdiction that has been refining its online betting framework while serving as a gateway to neighboring markets. With a dedicated LatAm lead, Beter can align event schedules, data feeds and integrity protocols with local operator needs and regulatory expectations, using partner platforms to widen distribution of efootball, ebasketball and etennis offerings.
Content arms race among operators
The broader industry context is a sprint toward exclusive, always-on content that operators can brand, differentiate and scale across regulated markets. Games Global and live studio partner OnAir Entertainment struck a deal with LeoVegas Group to roll out dedicated roulette and blackjack tables across Europe and Ontario, building on bespoke tables previously launched with BetMGM. That initiative shows how live casino suppliers are customizing high-velocity experiences to anchor operator portfolios and reinforce brand identity. More on the strategy: Games Global partners with LeoVegas to launch igaming content in Europe and North America.
Similarly, RubyPlay signed a content agreement with SkillOnNet to distribute slots across the United States, Mexico and Spain, with additional territories to follow as approvals allow. The deal boosts SkillOnNet’s library and gives RubyPlay a larger footprint for titles tailored to regional tastes. It also illustrates how suppliers are sequencing launches to match regulatory timing while ensuring constant content refresh for operators competing on engagement and variety. Details are here: RubyPlay partners with SkillOnNet for US, LatAm, Europe launch.
Against that backdrop, Beter’s fast-betting portfolio fits operator priorities for time-on-site and frequent wagering touchpoints. By adding ESportsBattle and Setka Cup across Meridianbet’s jurisdictions, the partners are tapping into a demand curve already proven by live casino and slot providers that have prioritized speed, exclusivity and omnichannel reach.
Causality and stakes
The recent U.S. approvals supplied proof of concept for regulators and partners that Beter’s integrity framework can support high-volume schedules. That, in turn, strengthened its pitch to international operators looking to diversify beyond legacy sports by adding esports and alternative disciplines that fill the calendar. The LatAm appointment provides local execution capacity as the company chases distribution in markets where esports penetration and mobile betting usage are rising.
For Meridianbet, integrating Beter’s content can compress the innovation cycle. Rather than build fast-betting verticals in-house, the operator can route users into prepackaged, continuous markets with 24/7 streams and data, boosting bet frequency without heavy production overhead. If performance mirrors early U.S. traction and prior European uptake, the tie-up could expand handle during off-peak hours and improve cross-sell into core sportsbook products.
The stakes extend to compliance and consumer protection. As more short-duration events hit the market, regulators will scrutinize data integrity, match monitoring and responsible gaming protections. Beter has emphasized internal oversight in New Jersey and Colorado, signaling that the company views compliance as a competitive asset as it seeks additional licenses and partnerships.
What’s next
Watch for Beter to leverage the Meridianbet footprint to test localized esports formats, iterate on pricing models for rapid markets and demonstrate uplift in session length and bet count per user. In the U.S., progress on North Carolina, Arizona and Indiana would broaden access to ESportsBattle and deepen relationships with national operators already carrying Setka Cup.
Across the industry, expect more operator-supplier alignments that prioritize speed, exclusive environments and jurisdiction-by-jurisdiction execution. The LeoVegas and DraftKings live casino expansions and RubyPlay’s staggered rollout with SkillOnNet show how product and compliance road maps are converging. If those playbooks hold, fast-betting content will continue to be a focal point for growth — and a differentiator for platforms that can scale it responsibly.
