Bulgarian sports betting technology company FIRST.bet is continuing its expansion in Latin America, signing a deal targeting the region’s biggest markets.
The Sofia-headquartered firm has partnered with Atlaslive, a Lisbon-based gaming platform developer with a broad international presence covering sports betting, iGaming, retail and payments, among other areas.
The deal focuses on Brazil. The regulated market in the country was launched on 1 January 2205, and it has grown exponentially over the following year, although this has caught some negative public and political attention.
Nonetheless, the market remains vibrant, being the sixth largest in the world according to the Blask index. It is also very competitive, with hundreds of local and international brands fighting it out for market share.
“Bringing FIRST.bet to our ecosystem strengthens the sportsbook capabilities available to operators, backed by a strong track record in Brazil,” said Mykola Vernydub, Chief Operating Officer at Atlaslive.
“That is the kind of flexibility and performance that matters in a market this competitive.”
The partnership will enable Atlaslive-partnered operators to access FIRST.bet’s sportsbook.
The duo are confident in FIRST.bet’s status as a ‘stress-tested’ platform which has met the specifics of the Brazilian market, including an ability to process high-volume traffic, local player behaviour patterns, and compliance requirements.
FIRST.bet’s product includes a bet builder, an in-play ‘fast markets’ feature, and player props. The firm states that its platform is designed to drive both player retention and sportsbook performance.
The company has earmarked Latin America as a key area for expansion in recent months, with the Atlaslive deal coming off the back of a partnership with ADI Predicstreet, the newly launched Gibraltar-licensed predictions market platform.
“Brazil is the most demanding sportsbook market in the world right now, and operators there need technology that has already proven itself under real conditions,” said Tom Light, Founder and Chief Executive Officer of FIRST.bet.
“Our product has already been stress-tested under exactly those conditions, powering some of the country’s largest brands at full traffic.
“Atlaslive has built one of the most respected platforms in the industry, and the way they give operators genuine choice and control is exactly why they are a partner worth joining.
“The World Cup showed exactly why that track record matters: it is the difference between holding players through a peak event and losing them.”
