Alea has selected FIRST.bet as its exclusive sportsbook technology provider as it expands its product offering beyond game aggregation.
The partnership will give Alea’s operators access to FIRST.bet’s sportsbook technology, which focuses on localisation, trading, and player engagement across different markets.
The move follows growing demand from Alea’s operator network for sportsbook alongside casino content. Game aggregation remains central to Alea’s business, while the company has expanded its offering through Alea Jackpot, Alea Pay, and its sweepstakes catalogue.
Sportsbook is now the latest addition to the lineup, powered by FIRST.bet.
Alea chose FIRST.bet as a single sportsbook partner for its network, citing the provider’s Tier-1 technology and trading expertise. The partnership is aimed at meeting growing demand from Alea’s operators.
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.”
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.”
Operators working with Alea will now be able to access FIRST.bet’s sportsbook as part of the company’s wider product offering.