Ontario’s regulated betting market has added another supplier as BETER looks to establish a larger presence across Canada. The sports and esports data provider has received Gaming-Related Supplier registration from the Alcohol and Gaming Commission of Ontario, allowing it to work with licensed sportsbooks in the province. The approval marks BETER’s first regulated entry into Canada. It also adds Ontario to a list of locations in North America that already includes several U.S. states.
BETER announced its Ontario approval on Sept. 14, describing the registration as an important step in its North American expansion. The company provides operators with live streams, real-time betting data, and odds across a large portfolio of sports and esports events.
According to BETER, its platform covers more than 740,000 events annually and can offer up to 50 betting markets per event.
Its esports offering includes eFootball, eBasketball, eHockey and eTennis through its ESportsBattle competitions. As a relatively newer betting market, this gives Ontario residents access to something that continues to become more popular.
BETER also provides betting content for sports properties such as the Setka Cup table tennis series and BSKT Cup basketball league.
BETER is entering an Ontario market that already features a robust selection of sportsbooks and gaming providers.
That makes differentiation increasingly important for suppliers trying to attract operator partnerships. BETER is focusing heavily on fast-paced sports and esports content that can provide wagering markets throughout the day. This can set them apart from relying entirely on scheduled events from leagues such as the NHL, NFL, or NBA.
The company also operates its own integrity team, which monitors its events around the clock. This is especially important for eSports, since there is typically hesitation towards this betting market because it involves video games, so bettors tend to question whether it meets integrity standards.
BETER works with organizations including the International Betting Integrity Association and Esports Integrity Commission as part of its approach to identifying suspicious betting activity and maintaining event integrity.
Ontario is likely only the beginning of BETER’s plans in Canada. The company confirmed that it is pursuing approval in Alberta as it looks to build a wider presence across the country.
Alberta’s competitive iGaming market has already attracted interest from a growing number of operators and suppliers. Other companies have also been expanding into the province, including Games Global, which recently entered the market.
Adding Alberta would give BETER access to another regulated Canadian market while building on the registration it has now secured in Ontario.
BETER CEO Gal Ehrlich said the company sees significant potential in Canada and views Ontario as a foundation for expanding its business across the country.
The immediate focus will be working with Ontario-licensed operators and introducing its sports and esports products to the provincial market.
Since it offers a niche market, it could help BETER differentiate from the competition.
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