BETER Gains Vendor License in Virginia, Strengthening Presence in Tenth US State

BETER has been granted a Vendor Registration license in Virginia, marking its entry into the state and expanding its regulated market presence to ten US jurisdictions. The Virginia Lottery, the regulatory body overseeing both land-based casinos and online sports betting within the Commonwealth, issued the license. This move allows BETER to offer its live data and streaming services for Setka Cup table tennis and ESportsBattle tournaments to operators such as bet365 in Virginia.

BETER Expands Regulated Activities in the United States

Securing the Vendor Registration adds Virginia to BETER’s US network, which already includes Florida, New Jersey, Colorado, Arizona, Indiana, Iowa, North Carolina, Illinois, and Kentucky. Compared to newly licensed entrants, having regulatory approval in ten states puts BETER among a select group of content suppliers with broad US market access. The company’s exclusive content is now available to operators and bettors across these states, supporting the growing trend toward fast-betting formats and non-traditional sports content in the online sports betting sector.

Details of the Virginia Vendor Registration License

The Vendor Registration license, awarded by the Virginia Lottery, specifically covers the provision of live data and streaming content for BETER’s Setka Cup and ESportsBattle series:

• Setka Cup: International table tennis tournament content, with live streams and data feeds.
• ESportsBattle: Esports tournament coverage, available through existing partnerships with operators.

The license enables these products to be distributed to any Virginia-licensed sports betting operator, with bet365 already utilising the content for local bettors.

Executive Statements on BETER’s US Strategy

Gal Ehrlich, CEO of BETER, highlighted Virginia’s status and the company’s long-term expansion plans:

"Virginia is one of the most competitive sports betting markets on the East Coast, and reaching a tenth US state gives BETER a regulated footprint that very few fast-betting content providers can match."

Ehrlich also noted the increasing demand for short-form, continuous content in the US market, stating that this licensing milestone aligns with BETER's goal of supporting operators in offering 24/7 products wherever permitted by regulation.

Valeriia Tarchynska, Chief Legal Officer at BETER, addressed the regulatory challenges in the US:

"Every US state sets its own rules, documentation standards, and timelines, and meeting them takes sustained, detailed work. Securing a Vendor Registration license in Virginia is the result of that work, and of a compliance culture that treats full alignment with each regulatory framework as the starting point rather than the finish line."

Compliance and Future US Market Plans

BETER points to a compliance-led approach as central to building its regulated footprint. With approvals now secured in ten states, the company’s legal and compliance teams are continuing efforts to expand into additional US markets. The company considers the United States to be its highest priority jurisdiction worldwide and expects further licensing announcements in the coming months.

Competitive Position Among Content Suppliers

BETER's achievement of licensing in ten states distinguishes it among fast-betting content providers. Its focus on exclusive, always-on formats, such as Setka Cup and ESportsBattle, addresses shifting bettor preferences—particularly as operators seek to expand their offerings in highly regulated and competitive environments like Virginia. By integrating these products through established partners such as bet365, BETER continues to solidify its B2B relationships in the US.

Implications for Operators and Market Access

Operators in Virginia and other approved US markets now have access to BETER’s fast-betting content portfolio. The consistent regulatory acceptance across multiple states streamlines integration and potentially supports further adoption among sportsbook brands seeking to differentiate their content and attract players seeking non-traditional sports experiences. As BETER continues its US expansion, the emphasis on compliance and localized product offerings is likely to remain a distinguishing factor for prospective operator partners.