Beter embarks on New Jersey with setka cup, targets American expansion

On April 10, 2025, Better officially entered the US Igaming market with the regulatory approval of the New Jersey Games Application Division. The recording of the suppliers of the company is more than a simple rubber stamp. It is a strategic bridge towards one of the most lucrative Paris markets in the world.

Beter's expansion does not occur in isolation. It reflects a broader change in the way the content of high frequency and high frequency sports betting are integrated into consumer platforms. With its flagship product setka cup already live via BET365 in New Jersey, Beter is positioned not as a newcomer, but as a quick engine with a clear plan.

Main to remember

• Beter has received approval from New Jersey DGE suppliers, officially entering the US Igaming market.
• Setka Cup, its 24/7 table tennis league, is now live on BET365 NJ, offering more than 11,000 monthly games.
• The company is preparing to deploy additional products, including ESports tournaments and traditional sports betting flows.
• Beter is looking for licenses in several American states, including Colorado, Ohio, Florida and Pennsylvania.
• Its regulatory approach focused on regulations has established early confidence with operators and can provide a model for market entry into other jurisdictions.

Beter supplier approval: what it means

The DGE's decision allows CETER to legally provide Paris content, dimension flows and live video streaming services to authorized state operators. This includes real-time data integrations for Sportsbook platforms and access to Better signature products.

Setka Cup, a 24/7 table tennis league operated in arenas managed by Beter in several countries, is the company's anchoring offer. In April, the Setka Cup matches are already available on the Bet365 New Jersey platform, marking the first stage of what should be a broader national deployment.

According to Beter, the book league:

• Over 11,000 monthly games
• Paris markets in real time with more than 30 options per game
• Continuous monitoring by an internal integrity team

This model is suitable for operators who seek to remember users via low -volume and low latency events that run 24 hours a day.

Betting on consistency and speed

Beter's fundamental value proposal is speed. While traditional sports leagues work on seasonal hours, the setka cup is optimized for continuous game. Every day, every hour, new games start. This is suitable for sports books that want to keep the Paris markets open at any time.

But it's not just a question of speed. Integrity also plays a central role in the height of Beter. All matches are hosted in secure places under strict supervision, with internal systems in place to detect irregularities in the gameplay or the behavior of Paris.

This approach helps check a crucial regulation box. American regulators have become more and more focused on fair play measures and the fight against corruption, in particular with regard to non-traditional sports and sports.

SUITE OF WITTLE BETTER PRODUCTS

Beter is not only a business in a league. Alongside Setka Cup, the company is preparing to present:

• Esportsbattle tournamentsCovering efootball, ebasketball and emockey
• Traditional sporting events, including basketball and tennis
• Complete FEED OF COTEScovering more than 450 tournaments in the world

These offers allow operators to diversify their Paris Paris portfolios without relying exclusively on licensed sports leagues or tournament organizers. The ESPORTS data flow is particularly significant in the United States, where sports books are increasingly aimed at the Gen Z and Millennial bettors in search of faster interactive formats.

Expansion plans beyond New Jersey

Gal Ehrlich, CEO of Beter, stressed the importance of the company's American beginnings while confirming plans for wider expansion.

“The Setka Cup cultivated a loyal after the whole world. We are delighted to present it to the bettors in New Jersey and plan to go and live in other states soon. ”

These other states are not only a wishful vow. Beter actively pursues the granting of licenses in:

• Colorado
• Ohio
• Florida
• North Carolina
• Pennsylvania

Each market is at a different stage from the adoption of online sports betting, but all have strong opportunities. Together, they form a key element of the CETER's strategy to be present in each American skill of great value before 2026.

The company also closely monitors discussions at the federal level around the normalization of Paris regulations, but for the moment, it focuses on navigation on the state model by state.

Timing is everything

Beter's move arrives at a time when the American igaming sector is ripe for innovation. Sports betting has standardized in many states. What operators are looking for now is differentiation – products that offer:

• High commitment
• Frequent Paris possibilities
• Fluid integration with the existing sports infrastructure

This is where Beter sees his edge. Unlike most inherited sports betting suppliers, the company was built thinking about digital and low latency delivery. Its products are plug-and-play for modern sports books, not modernized analog formats.

This gives CETER an early advantage in a market that moves away from seasonal peaks and towards a 24/7 commitment.

Operator risk, compliance, compliance and trust

The New Jersey DGE does not slightly distribute the approvals of the sellers. The regulatory process includes rigorous assessments of finance, the company's compliance history and the operational infrastructure of a company.

To cut, passing this meticulous examination offers an additional advantage. It reports to other state regulators and sportsbook operators to which the company can trust.

In an industry where many promising startups are sidelined by conformity failures, the proactive regulatory commitment to Beter is not only a safety net – it is a competitive advantage.

This reflects the approach that Better used on other markets, including Europe and Latin America, where it has created credibility by working closely with local regulators and by maintaining strict internal governance standards.

What it means for operators

The entry of Beter in the United States gives License Sportsbooks a new option for Quick Paris content. This counts because American operators are under pressure for:

• Reduce acquisition costs
• Increase the time of session
• Improve support percentages

Setka Cup, with its high frequency match calendar and its flexible market structure, checks all these boxes. Operators can offer bets on a new match every few minutes, increasing user engagement without the operational complexity of traditional sports leagues.

With Esports integration on the roadmap, Better also offers a path to the test of operators who wish to draw from the demography of younger and native native betting.

Ahead

The approval of the New Jersey of Beter is a critical step, but it is only part of the story. The expansion of the company depends on two things: execution and adaptation.

The execution means keeping its promise of reliable and evolving content which meets the expectations of the operator and the regulator. Adaptation means continuing to develop its offers according to market comments and emerging regulatory executives.

So far, Beter seems to check the two boxes. With a clear state by state strategy, a series of products built for modern bettors and the early support of large platforms like BET365, Beter does not quietly enter the United States. He makes a statement.

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