FEATURE: SPORTSBOOK & BETTING SOLUTIONS


Inside BETER: How table tennis, basketball and cricket tournaments are powering the future of fast-paced sports betting


BETER has rapidly emerged as an in-demand provider of next-gen esports and sports content, known for its focus on speed, integrity, and continuous innovation. Its sports offerings include the world- renowned Setka Cup table tennis tournaments, the BSKT Cup basketball league, and coverage of cricket matches worldwide.


Launched seven years ago, it has grown from modest beginnings in Kyiv to an international sports platform with arenas across Ukraine, Moldova, the Czech Republic, and India. With over 11,000 matches played monthly and more than 540,000 total matches to date, it stands as a benchmark for fast-paced sports content.


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More than 2,300 athletes have participated – including national champions and Olympians such as Vladyslav Ursu and Anton Molochko – while the Setka Cup Women’s team won the Ukrainian Table Tennis Cup in 2023. Behind this success is a team of 300+ specialists working across operations, tech, trading, integrity, and support.


EXPANDING WITH CRICKET COVERAGE BETER’s momentum continues with its strategic expansion into cricket, offering live data and odds for over 2,400 matches per month from official cricket tournaments and leagues across India, Australia, the USA, South Africa, Kuwait, and over 30 additional countries.


It includes iconic tournaments like the Indian Premier League (IPL), ICC World Cup, SA20, Big Bash League, and Twenty20 Blast, alongside 140+ Tier 1 and Tier 2 leagues. BETER also delivers access to unique Tier 3 and Tier 4 events – such as the T10 European League, Akluj Rural Championship, and Minor League Cricket – which are typically unavailable from other providers. With round-the-clock availability of formats including ODI, T20, T10, and T5, this cricket expansion provides 24/7 engagement opportunities for bettors and a stable 7%+ margin for operators, powered by advanced trading models and real-time data.


INTEGRITY AND INNOVATION AT THE CORE A hallmark of BETER’s sports products is its deep commitment to integrity. Setka Cup tournaments are governed by a multi-layered framework that includes:


14 AUGUST 2025 GIO


t the heart of BETER’s Sports Division is the Setka Cup, one of the most respected tournaments in the industry.


• A dedicated 24/7 Integrity Team • Partnerships with national federations in Ukraine, Moldova, and the Czech Republic


• Collaboration with the International Betting Integrity Association (IBIA) • Proprietary systems like the Integrity Incident Database and Operations Centre


• Multilingual education programs and a whistleblowing platform • And more...


This best-in-class integrity infrastructure has earned industry-wide recognition, including the Safer Gambling Award at the European iGaming Awards 2025. Most recently, BETER’s broader sports offering was honored as the Rising Star in Sports Betting at the SBC Awards Europe 2025.


US MARKET DEBUT AND PLANS FOR NEW DISCIPLINES BETER recently entered the U.S. market, launching the Setka Cup in New Jersey in partnership with Bet365, after securing approval from the New Jersey Division of Gaming Enforcement. Additional market entries are planned in Colorado, Ohio, Florida, North Carolina, and Pennsylvania, reflecting the strong U.S. appetite for fast-settling, mobile-optimized betting content.


In parallel, BETER is making significant investments in the development of its own dedicated padel tournaments, with an official announcement expected soon. Padel enjoys widespread popularity across Latin America, especially in Argentina, Mexico, Chile, Uruguay, and Brazil.


THE FAST-BETTING EDGE


Whether it’s table tennis, basketball or cricket, BETER’s offerings are tailored to the needs of modern bettors. Matches are short, action-packed, and optimized for mobile consumption. The simplicity of betting markets – combined with high-frequency scoring, live streaming, and 24/7 availability – ensures maximum engagement, especially from Millennial and Gen Z audiences.


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