BETER has secured Gaming-Related Supplier Registration from the Alcohol and Gaming Commission of Ontario (AGCO), marking the company’s entry into the Canadian market and opening the door to supply its content to licensed sportsbooks across the province.
The registration enables BETER to provide Ontario-licensed operators with live streams, real-time data and odds across its portfolio of sports and esports content. The move represents another step in the company’s wider North American expansion strategy, following regulatory approvals across ten US states.
BETER Enters Ontario’s Regulated Market
The Ontario registration gives BETER access to one of Canada’s established regulated online gaming markets, allowing the company to work with licensed operators across the province.
Its offering includes proprietary content designed around fast-paced sports and esports, with the company highlighting its ESportsBattle eLeagues, Setka Cup table tennis series and BSKT Cup basketball league.
Through the registration, operators can access BETER’s live streaming, real-time data and odds, giving the company an opportunity to expand its content partnerships within Ontario’s regulated sportsbook sector.
The approval also provides BETER with a platform from which it can pursue its wider Canadian growth ambitions.
Expanding a Sports and Esports Portfolio
BETER’s content portfolio is built around live sports and esports coverage, with its ESportsBattle offering covering disciplines including eFootball, eBasketball, eHockey and eTennis.
Alongside its esports content, the company operates the Setka Cup table tennis series and BSKT Cup basketball league.
BETER says it delivers more than 740,000 fast-paced sports and esports events each year, with its offering providing up to 50 markets per event. The company also provides 24/7 live streaming, data and odds to its operator partners.
The scale of its content operation is intended to give sportsbooks access to a consistent supply of live events throughout the day, particularly in categories where rapid event cycles can support increased betting opportunities.
Building a North American Presence
Ontario forms part of a broader expansion strategy for BETER across North America.
The company already holds ten regulatory approvals across the United States, having expanded its presence across a number of regulated state markets. Its US approvals include Arizona, Colorado, Florida, Illinois, Indiana, Iowa, Kentucky, New Jersey, North Carolina and Virginia.
BETER is also pursuing approval in Alberta, which the company expects could become its second Canadian market.
The approach reflects a wider focus on entering regulated jurisdictions where suppliers must meet established compliance and licensing requirements before working with local operators.
Compliance at the Centre of Expansion
BETER says its expansion is being supported by a dedicated Integrity team, which monitors its exclusive content around the clock.
The company works with sports integrity organisations including the International Betting Integrity Association and the Esports Integrity Commission, as well as sports federations, to support fair-play standards across its events.
For BETER, securing regulatory approval in Ontario therefore represents more than a commercial expansion opportunity. It also demonstrates the company’s ability to meet the regulatory and compliance requirements associated with entering new markets.
Valeriia Tarchynska, Chief Legal Officer at BETER, said the Ontario registration reflects the company’s commitment to regulatory standards as it continues its international expansion.
She added that the company will maintain a focus on sustainable growth, regulatory relationships and the trust of its partners and stakeholders.
Ontario as a Foundation for Canadian Growth
BETER CEO Gal Ehrlich described Ontario as an important step in building the company’s North American business and a significant part of its wider global growth strategy.
He said Canada’s market offers significant potential, with Ontario providing a foundation for BETER to establish a longer-term presence across the country.
The company is now looking towards further opportunities in Canada, including Alberta, while continuing to build its position across the United States.
A New Chapter for BETER
The Ontario registration gives BETER a new regulated market in which to showcase its sports and esports content while strengthening its North American footprint.
With its combination of live streaming, real-time data, odds and proprietary event series, the company is positioning itself to work with more licensed operators as regulated sports betting markets continue to develop.
Its entry into Ontario also marks the beginning of the company’s Canadian expansion, with further regulatory approvals potentially opening additional opportunities across the country.
Source: BETER