BETER secures Ontario registration, enters Canadian market
Esports and sports content provider BETER has secured Gaming-Related Supplier Registration from the Alcohol and Gaming Commission of Ontario (AGCO), marking its entry into the Canadian market.
The registration allows BETER to supply Ontario-licensed sportsbooks with live streams, real-time data and odds across its exclusive content portfolio, including its ESportsBattle eLeagues, Setka Cup table tennis series and BSKT Cup basketball league.
Ontario marks an important step in BETER’s broader North American expansion. It holds 10 regulatory approvals across the United States and is pursuing approval in Alberta, which it expects will become the second Canadian province to approve its content.
BETER delivers 24/7 live streaming, real-time data and odds for more than 740,000 events annually, offering up to 50 markets per event and an average operator margin the company says exceeds 8%. The group’s esports portfolio spans ESportsBattle titles across eFootball, eBasketball, eHockey and eTennis, alongside its Setka Cup and BSKT Cup sports offerings.
The company says all content is backed by a dedicated integrity team providing 24/7 monitoring, working alongside bodies including IBIA and ESIC as well as sports federations.
“Ontario is an important step in building BETER’s North American business and a significant part of our global growth strategy,” said Gal Ehrlich, CEO of BETER. “Our exclusive content gives operators something they cannot easily find elsewhere, and that differentiation is helping us expand into new regulated markets. Canada offers significant potential, and Ontario gives us a strong foundation from which to build a lasting presence across the country.”
Valeriia Tarchynska, BETER’s Chief Legal Officer, said the registration “reflects BETER’s commitment to meeting the highest regulatory and compliance standards in every market we enter.” Th executive added, “As we continue expanding across Canada, our focus will remain on sustainable growth, strong regulatory relationships, and maintaining the trust of our partners and stakeholders.”
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2026/08/25: BETER enters 10th US state with Virginia Vendor Registration license
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The Backstory
Ontario follows a rapid U.S. buildout
BETER’s registration in Ontario is the latest step in a North American expansion that began with a state-by-state push in the U.S. and has now crossed into Canada’s largest regulated online gambling market. The company’s approval from the Alcohol and Gaming Commission of Ontario gives it a foothold in a province that has become a key testing ground for international suppliers seeking scale in regulated markets.
The Ontario move did not emerge in isolation. BETER spent the past year building a regulatory record in the U.S., where supplier approvals are fragmented across individual states and operators tend to favor vendors that can demonstrate compliance in multiple jurisdictions. That approach has allowed the company to position its live streams, real-time data and odds products as portable content for sportsbook partners operating across North America.
The company’s current pitch is based on fast-betting content: high-frequency events, short settlement times and around-the-clock availability. Its portfolio includes the Setka Cup table tennis series, ESportsBattle competitions and the BSKT Cup basketball product. For operators, the appeal is a steady volume of markets outside traditional sports schedules. For regulators, the scrutiny centers on integrity controls, data reliability and whether such products can be monitored consistently at scale.
New Jersey set the regulatory template
BETER’s North American story started in earnest when it gained vendor registration in New Jersey, one of the most closely watched U.S. sports betting markets. That approval allowed the company to offer real-time data and live streams to licensed operators in the state and marked its first U.S. regulatory clearance. The initial launch centered on Setka Cup table tennis, with matches going live through bet365’s New Jersey platform.
The New Jersey approval that opened the U.S. market was important beyond the commercial launch itself. New Jersey’s Division of Gaming Enforcement has long been viewed as a benchmark regulator for online betting and igaming suppliers. Clearance there gave BETER a reference point for further applications and helped validate its operational model for other jurisdictions.
At the time, the company emphasized the depth of its table tennis schedule, with thousands of Setka Cup matches each month across multiple arenas, alongside a broader monthly event slate across basketball, tennis and esports. That volume is central to BETER’s strategy but also explains why integrity infrastructure is central to its regulatory messaging. Fast-betting products generate frequent wagering opportunities, making monitoring systems, trader oversight and event controls material to market access.
New Jersey also established bet365 as a key route to market for BETER in North America. Rather than rely solely on direct market education with new operators, the supplier was able to embed its products with a global sportsbook already licensed in multiple states. That relationship later reappeared in additional U.S. launches and gave BETER a consistent commercial partner as it sought further approvals.
State approvals built momentum
After New Jersey, BETER’s expansion accelerated across a mix of mature and newer sports betting states. North Carolina became an early 2026 milestone, with the company gaining approval from the North Carolina State Lottery Commission to launch its Setka Cup table tennis tournaments. That approval made North Carolina BETER’s sixth U.S. state and extended the supplier’s reach into a market that had recently opened online sports wagering.
The North Carolina launch of Setka Cup tournaments showed how BETER was prioritizing regulated entry over broad unlicensed distribution. The company said demand for 24/7 content was rising across U.S. states and pointed to a pipeline that included additional jurisdictions. That pipeline later translated into further approvals, reinforcing the company’s argument that fast-betting content could be scaled within the U.S. regulatory system.
Illinois followed as another significant marker. The Illinois Gaming Board added BETER’s Setka Cup table tennis content to the state’s sports wagering catalog, allowing the supplier to provide live data and streaming services tied to the product. The Illinois entry expanded BETER’s regulated U.S. presence to eight states and brought the company into one of the country’s larger sports betting markets.
By the time BETER secured approval in Virginia, the company had reached 10 U.S. states. The Virginia vendor registration allowed it to supply operators with live streams and real-time data from Setka Cup and ESportsBattle competitions. It also underscored the company’s East Coast expansion, adding another competitive market where online sports betting has been legal since 2021.
Operator demand shaped the product strategy
BETER’s expansion has been driven by a broader shift in sportsbook content strategy. Operators increasingly seek products that fill gaps between major sports events, retain users during off-peak hours and support in-play betting formats. Fast-betting content serves that purpose because events are frequent, standardized and designed for continuous engagement.
The company’s partnerships outside North America show the same logic. In late 2024, BETER agreed to integrate its esports and sports content with Meridianbet, giving bettors across licensed markets in Europe, Africa and Latin America access to ESportsBattle and Setka Cup. The Meridianbet partnership across Peru and Europe widened distribution and demonstrated that BETER’s commercial strategy was not limited to the U.S.
Those international deployments matter for the Ontario registration because they support BETER’s claim that its content can operate across varied regulatory frameworks. Ontario’s market is competitive and compliance-heavy, with licensed operators required to work with approved suppliers and adhere to strict advertising, responsible gambling and technical standards. A supplier entering the province must therefore offer not only differentiated content but also evidence that it can satisfy ongoing monitoring and reporting expectations.
BETER has leaned into that requirement by highlighting its integrity team, 24/7 monitoring and work with industry bodies and sports federations. For products such as table tennis and esports-style competitions, where events are purpose-built for betting and run at high frequency, those controls are not peripheral. They are part of the commercial proposition to operators and a key factor in obtaining and retaining market access.
Canada becomes the next regulatory test
Ontario gives BETER a Canadian launchpad at a time when provinces are reassessing how to structure competitive online betting markets. Ontario opened its regulated igaming market in 2022 and has since attracted a large field of operators and suppliers. That makes it the natural first Canadian province for many international vendors, particularly those with products aimed at licensed sportsbooks rather than direct-to-consumer gambling.
The company has also said it is pursuing approval in Alberta, which is expected to become the next major Canadian opportunity as the province advances plans for a more open online gambling framework. If Alberta follows Ontario’s model, suppliers with existing Canadian registrations and U.S. approvals may have an advantage in early operator integrations. BETER’s U.S. footprint could therefore support its Canadian ambitions, while Canadian approvals could strengthen its broader North American sales pitch.
The stakes are commercial as much as regulatory. Sportsbooks face rising acquisition costs and intense competition around major events. Suppliers that can provide proprietary, high-frequency content offer operators a way to extend betting sessions and differentiate their lobbies. But the same qualities that make fast-betting content attractive also invite scrutiny, especially around event integrity, consumer protection and the pace of wagering.
BETER’s Ontario registration is therefore best understood as a continuation of a deliberate sequence: gain credibility in a leading U.S. state, build approvals across additional jurisdictions, deepen operator integrations and use that record to enter Canada. The next phase will depend on how quickly the company can convert registration into operator launches, whether Alberta opens on the expected timeline and how regulators respond to the growth of fast-settlement betting products across North America.
