FIRST.bet will become Alea’s exclusive sportsbook technology partner, extending sportsbook services across its operator network. The agreement includes localisation, trading and player engagement tools.
FIRST.bet was names Alea’s exclusive sportsbook technology partner to extend sportsbook services and expand beyond game aggregation.
FIRST.bet is the Tier-1 sportsbook technology provider, combining established technology and expertise. Its solution focuses on localisation, trading and player engagement, enabling operators to deliver tailored sportsbook experiences across different markets.
Tom Light, Founder and CEO of 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.
Alexandre Tomic, Founder of Alea, said:
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.
The partnership follows the growing demand for sports betting and casino content from Alea’s network of operators. Game aggregation remains at the core of Alea’s business, but the company is gradually moving towards a broader product offering.