BETER Debuts in Colorado with Fast-Betting Sports and Esports

BETER, the prominent fast-betting content and data provider for sports and esports, has secured regulatory clearance to enter Colorado’s gaming market. The Colorado Division of Gaming issued the company a Vendor Minor Licence, giving BETER the green light to provide live streams and data to licensed sportsbook operators across the state.

This approval enables the debut of BETER’s signature offerings—the ESportsBattle series, which features eFootball and eBasketball, and the Setka Cup table tennis tournaments—on bet365’s Colorado-facing platform. The launch also represents the first time U.S.-based users can participate in ESportsBattle events.

The entry into Colorado marks BETER’s second regulatory milestone in the U.S. Earlier this year, the company was granted Vendor Registration by the New Jersey Division of Gaming Enforcement (DGE), allowing it to introduce the Setka Cup in that market.

700,000 Events Per Year: A New Wave of Fast-Paced Betting

BETER specializes in delivering nonstop live sports and esports content, with coverage extending to around 700,000 events annually. Each event includes real-time data, high-speed odds, and as many as 50 betting markets—backed by an average operator margin of more than 7.5%.

Gal Ehrlich, CEO of BETER, called the Colorado approval a pivotal moment. “This is another milestone moment for BETER as we continue to expand our presence across the United States, a market where we see huge demand for our next-gen products.”

He highlighted the regulatory standards in the region, adding: “The U.S. is considered one of the most tightly regulated markets in the world, so securing approval in Colorado is a testament to the dedication of our legal team and the outstanding quality of our products, especially in terms of integrity and adherence to the rules of fair play.”

Ehrlich also acknowledged the strategic value of partnering with bet365: “It’s an honor to launch in Colorado with bet365, an esteemed partner of ours and one of the top brands in the U.S. market, making its Colorado players the first in the country to access ESportsBattle tournaments.”

Legal Strategy Supports Broader Market Ambitions

BETER’s Chief Legal Officer, Valeriia Tarchynska, emphasized that the company’s U.S. expansion is part of a long-term plan. “It is an important step for BETER, and it aligns with our wider strategy of securing approvals and launching our exclusive products for bettors across all key regulated U.S. states.”

She also expressed appreciation for the legal firm assisting BETER through the licensing process. “As always, I would like to thank our trusted partner, the law firm Blank Rome, for supporting our licensing efforts in Colorado and for their continued work with us as we actively pursue licenses in other U.S. jurisdictions, including such states as North Carolina, Arizona, Indiana, and others.”

ICONIC21 Rebrand Marks Shift Away from BETER

In previous developments, ICONIC21 - formerly known as BETER Live - has officially parted ways with BETER and adopted a new brand identity. Now operating independently, ICONIC21 is focused on accelerating feature rollouts, refining its live gaming portfolio, and expanding its presence in the gameshow segment.

Source:

“BETER Receives Vendor Minor Licence in Colorado”, Press Release, October 9, 2025