BETER Secures Supplier Registration from AGLC and Strengthens Expansion in Canada

BETER has been authorized as a supplier by the Alberta Gaming, Liquor and Cannabis Commission (AGLC), allowing it to offer live streaming services, real-time data, and odds to licensed operators in Alberta. This marks the second regulatory approval that the European company has obtained in Canada, following its recent registration in Ontario, and represents a significant step in its growth strategy within regulated markets in North America.

BETER's Expansion in the Regulated Canadian Market

BETER, a provider specializing in sports and esports data, now accesses the official list of Service Suppliers accepted by the AGLC. This permission enables the company to offer a comprehensive range of products in Alberta, including offerings such as ESportsBattle eLeagues, the Setka Cup table tennis series, and the BSKT Cup basketball league. According to the company’s statement, this registration encompasses both exclusive esports content and conventional sporting events, all featuring live streaming and real-time odds generation.

The certification to operate in Alberta marks the second regulated foothold obtained by BETER in Canada. The first was in Ontario, thereby reinforcing BETER's position as a legally authorized provider to cover two of the country’s principal provincial gaming markets.

Enabled Services and Exclusive Products from BETER

With the AGLC's approval, BETER will make available to licensed operators in Alberta:

• Live streaming of esports and selected sports events
• Real-time data distribution for bet generation
• Integration of proprietary odds into local products
• Coverage of exclusive competitions such as ESportsBattle eLeagues, Setka Cup, and BSKT Cup

This portfolio allows operators to enhance their vertical offering in esports and sports, supported by the local regulatory framework and the provider's backing.

The Role of Provincial Regulation and Legal Collaboration

The regulatory process was developed in close coordination with the Toronto-based legal firm GME Law. According to Valeriia Tarchynska, Legal Director of BETER, adherence to Canadian regulatory standards is a priority:

“The registration in Alberta demonstrates our focus on the highest compliance standards in all the markets where we operate,” Tarchynska noted, emphasizing cooperation with GME Law and provincial regulators.

The company highlighted that entry into a new market requires regulatory adaptations and process validation alongside local legal partners.

Growth Strategy and Operations in North America

BETER continues to implement its expansion plan in North America. Currently, the company holds supplier registrations in Ontario and Alberta and has secured, according to its CEO Gal Ehrlich, "ten regulatory approvals across different jurisdictions in the United States," with new processes underway in other states.

Gal Ehrlich emphasized the strategic importance of this new authorization:

“Entering Alberta strengthens our position in the North American market and demonstrates the demand for BETER's 24/7 content in the region,” Ehrlich asserted, highlighting the priority of establishing long-term relationships and ensuring sustainable operations.

The approved portfolio in Alberta reinforces BETER's presence in Canada, adding licensed operators under compliance standards required by the authorities.

Outlook and Opportunities for Alberta Operators

BETER's legal access to the Alberta market broadens the alternatives for local operators interested in incorporating esports verticals and products with verified data and real-time streaming. According to the company itself, this expansion increases the betting content offering and fosters partnerships under regulated conditions in the province.

Collaboration with GME Law has been key in both regulatory processes in Canada, exemplifying the industry trend of relying on legal specialists and local consultants to expedite approvals and quickly implement solutions tailored to provincial requirements.

Relevant Additional Links

BETER's policy of regulatory standards and portfolio diversification reflects a pattern of expansion observed in other B2B companies in the segment. To learn more about the applicable regulations and their impact on provincial operations, refer to the regulation section of our site.