Beter received green lights from gaming regulators in Indiana and Iowa this week. The Indiana Gaming Commission and Iowa Racing and Gaming Commission both approved the supplier’s live data and streaming services for licensed operators.
The company specialises in fast-betting content. Its flagship product is the Setka Cup table tennis tournament series.
bet365 already went live with Beter’s content in both states. The operator first launched Beter’s products in Colorado and New Jersey earlier this year. That partnership continues to expand across new jurisdictions.
CEO Gal Ehrlich runs the supplier. Chief Legal Officer Valeriia Tarchynska manages regulatory strategy. Her team worked with law firm BlankRome to secure the latest approvals.
Why these approvals matter for fast-betting growth
Beter delivers over 700,000 live events each year. That’s significant volume for operators building fast-betting offerings.
The company offers up to 50 markets per match. Operator margins average above 7.5% on Beter’s content. Those numbers work for sportsbooks focused on high-frequency betting products.
Fast-betting fills gaps in traditional sports schedules. Table tennis matches run continuously throughout the day. Basketball and esports follow similar patterns. Operators get constant action without relying on major leagues.
The US market represents major growth potential. But each state requires separate regulatory approval. Indiana and Iowa add two more jurisdictions to Beter’s licensed footprint.
What content Beter brings to new markets
The Setka Cup forms Beter’s core sports offering. It’s a purpose-built table tennis league designed for betting.
Beter’s sports portfolio also includes BSKT Cup basketball. The company covers padel tournaments and cricket matches globally.
Its esports division runs ESportsBattle competitions. Those cover eFootball, eBasketball, eHockey and eTennis. All formats use fast-betting structures with frequent betting windows.
The company received Colorado approval in October. That marked its second US license after entering New Jersey in 2025. Indiana and Iowa bring the total to four states.
Applications are pending in North Carolina, Arizona and Ohio. More states will follow.
How this expansion reshapes Beter’s US strategy
Tarchynska credited her legal team’s efficiency with the approvals. She also thanked BlankRome for guidance through state regulatory processes.
Each approval builds momentum for the next application. Regulators can reference existing approvals in other states.
bet365’s multi-state rollout helps too. Having an established operator partner simplifies market entry. Other operators can now access Beter’s content in Indiana and Iowa through their own licensing.
The state-by-state approach takes time. But it’s the only path for suppliers entering regulated US sports betting. Beter’s strategy focuses on securing approvals methodically rather than rushing into grey areas.
Three more applications are already filed. That suggests Beter aims to reach at least seven US states by mid-2026.
