BETER Adds Kentucky to Growing US Market Presence

BETER has extended its regulated presence in the United States after receiving authorization to offer its exclusive betting content in Kentucky, marking the ninth state where its products are available to licensed operators and bettors.

The approval and license came from Kentucky Horse Racing and Gaming (KHRG), the body responsible for overseeing horse racing, sports wagering, charitable gaming, breed integrity, and pari-mutuel wagering within the Commonwealth. With the latest authorization, Kentucky joins Florida, New Jersey, Colorado, Arizona, Indiana, Iowa, North Carolina, and Illinois as jurisdictions where BETER’s proprietary content is permitted.

Kentucky Launch Broadens Distribution

The new approval allows sportsbook operators in Kentucky to access live streams and real-time data from BETER’s Setka Cup table tennis competitions and ESportsBattle tournaments. Local customers can already engage with the content through bet365, one of the company’s long-term operating partners.

The expansion reflects continued demand for fast-paced betting products, which have become a growing segment of the regulated wagering market. BETER supplies operators with around-the-clock coverage, live data feeds, streaming services, and odds for more than 700,000 esports and sporting events each year.

Its offering includes up to 50 betting markets per event. The esports lineup features ESportsBattle competitions across eFootball, eBasketball, eHockey, and eTennis. On the sports side, the company provides Setka Cup table tennis events along with the BSKT Cup basketball league.

Company Highlights Growth Strategy

Commenting on the development, Chuck Robinson, CRO at BETER, said: “Kentucky is a state with a deep sporting heritage, and we’re excited to bring our exclusive Setka Cup and ESportsBattle content to operators and bettors there. Reaching nine US states is an important milestone that reflects the growing appetite for fast-betting content across the country.

“The US market is evolving rapidly, and players are increasingly seeking round-the-clock, high-quality betting experiences. BETER is built to meet that demand, and each new state we enter strengthens our position as the go-to provider of fast-betting content worldwide.”

The company views the United States as a key market within its international expansion plans and continues to seek approvals in additional jurisdictions.

Compliance and Integrity Remain Central

BETER said all of its exclusive competitions operate under the oversight of its Integrity team, which conducts continuous monitoring to uphold fair play standards. The company also works alongside recognized integrity organizations, including the IBIA and ESIC, as well as relevant sports federations.

Valeriia Tarchynska, Chief Legal Officer at BETER, highlighted the regulatory work involved in securing market access.

“Receiving both approval and license is the result of sustained and meticulous regulatory and compliance work by our team. The US licensing landscape is uniquely complex, with each state operating under its own distinct framework, and we take great pride in meeting those requirements wherever we operate.

“With nine states now approved, the US continues to be a cornerstone of BETER’s global strategy. We are actively pursuing approvals in additional key states and remain fully committed to expanding our footprint across the country and beyond.”

The Kentucky authorization adds another regulated market to BETER’s portfolio as the company continues to increase the availability of its esports and sports betting products across the United States.

Source:

"BETER reaches ninth US state with the acquisition of a Kentucky license", Press Release, Jun 5, 2026