BETER Broadens Sports Coverage with Cricket as Esports Ambitions Grow

BETER, a leader in fast-betting content and real-time data, has significantly widened its sports offerings by integrating a robust selection of international and domestic cricket tournaments into its portfolio. The company’s latest move adds live data and odds from over 2,400 matches each month across countries including India, Australia, South Africa, Kuwait, the USA, and more than 30 additional nations.

Global cricket rollout strengthens BETER’s sports portfolio

This expanded access to cricket betting is the result of collaborations with prominent content suppliers. The extensive lineup features high-profile competitions such as the Indian Premier League (IPL), ICC World Cup, SA20, and the Big Bash League, as well as over 140 Tier 1 and Tier 2 leagues. Additionally, BETER offers Tier 3 and Tier 4 events not typically available from other providers, such as the KCC T20 Elite Cup, Minor League Cricket, and the T10 European League.

Cricket fans will be able to place bets 24/7 on a wide variety of formats, including T20, ODI, T10, and the emerging T5. Operators stand to benefit from BETER’s predictive trading models, which are expected to deliver stable margins exceeding 7%.

“Cricket is not only one of the most in-demand sports among our clients, but it also offers a unique structure with a high volume of micro-events—such as overs and innings—which allows us to offer a wide variety of innovative markets,” said Maksym Vitushko, Sports General Manager at BETER. “This translates into more frequent betting opportunities and a richer, more exciting experience for bettors.”

U.S. market push: Legal success and esports expansion

Alongside its sports content expansion, BETER is actively deepening its footprint in the U.S. esports betting scene. The company has cleared regulatory hurdles in New Jersey and is working toward approvals in additional states like Ohio, Florida, and Pennsylvania. Its flagship Setka Cup table tennis tournaments are already live in the U.S. via major operators, including bet365.

“Our legal team has done an excellent job of working with the New Jersey Division of Gaming Enforcement,” said CRO Chuck Robinson. “It certainly helped that our both esports and sports products are world-renowned for its quality and integrity.”

Integrity and innovation at the core of operations

Central to BETER’s model is its comprehensive integrity framework, designed and led by Chief Integrity Officer Andrii Nekrutov. The company employs round-the-clock monitoring, detailed onboarding, education initiatives, and collaborations with both regulators and law enforcement.

As a member of the Esports Integrity Commission (ESIC), BETER supports anti-corruption efforts through data sharing and real-time intelligence. Just 0.01% of its matches are flagged for suspicious activity—an industry low that earned the company the Safer Gambling Award at the European iGaming Awards 2025.

The company’s dedication to innovation is equally visible in its fast-betting content strategy. With demand for instant, mobile-friendly betting options surging among younger audiences, BETER’s approach—offering 24/7 contests and AI-enhanced microbetting features —positions it as a key player in the evolution of both sports and esports wagering.

Source:

“BETER Expands Sports Portfolio with Cricket Tournaments and Leagues Worldwide”, Press Release. May 28, 2025