FIRST.bet has become the exclusive sportsbook technology partner of game aggregator Alea to grow the latter’s product offering.
The deal will see FIRST’stier-one sportsbook tech focusing on localisation, trading and player engagement being delivered to Alea’s partnership network. Alea has opted for the streamlined choice of a single sportsbook provider rather than diluting its network by relying on several partners.
Tom Light, Founder and CEO, FIRST.bet, said: “Alea’s operators trust the platform for a good reason, and it shows in how deliberately the company has grown, from aggregation into jackpot and payments.
“Sportsbook is the next step in that story, and we’re proud FIRST.bet is the one building it with them. Their operators are getting a sportsbook built for the markets they actually operate in.”
Game aggregation will remain at the heart of Alea’s operations, but the firm is steadily expanding its broader product offering as demand for a tailored sportsbook experience grows across markets.
The expansion is already evident across the game aggregator’s product lineup through Alea Jackpot, Alea Pay and its sweepstakes catalogue, with the FIRST-powered sportsbook now the newest addition to that lineup.
Alexandre Tomic, Founder of Alea, added: “For a lot of operators, casino and sportsbook already sit side by side, and we were seeing clear demand for the service. Players are moving between those experiences much more naturally too, so choosing the right company to build this with was important.
“FIRST.bet is the Tier-1 sportsbook technology provider, with a strong product and a lot of expertise in the space. They understand the market very well, and from the beginning we felt there was a strong fit between what they do and where we’re taking Alea.”
FIRST.bet’s expertise in sportsbook localisation was recently highlighted for SBC News by Light himself, who wrote in an exclusive op-ed: “Localisation is no longer a nice extra. In a lot of markets, it is already one of the clearest signals of whether the product is actually competitive.
“And the operators who still treat it as a layer instead of a core product principle are usually the ones who realise too late that they never really localised at all.”
