Bulgarian betting technology company FIRST.bet is expanding in Brazil via a partnership with BetVip, a local brand making its way in the country’s highly competitive gaming market.
BetVip is utilising FIRST.bet’s sportsbook product, including its pricing and trading capabilities. The company selected FIRST.bet after its deal with a previous supplier concluded.
The rollout is being delivered through the platform of Cactus Gaming, a Brazilian sports betting technology company.
Ensuring it maintains a robust technological infrastructure will be critical for BetVip as the Brazilian market continues to mature, with the regulatory regime under the ‘Bets’ framework having launched on 1 January 2025.
The past year-and-a-half saw a huge range of international brands set up shop in Brazil including Flutter Entertainment, MGM Resorts/LeoVegas via BetMGM, bet365, and Kaizen Gaming’s Betano, among others.
Both BetVip and FIRST.bet are confident that the sportsbooks local foundation and ability to connect with Brazilians through “cultural proximity rather than media spend alone” has been, and will remain, critical to its success in this highly competitive market.
“Betvip is one of the biggest names in Brazilian betting, and we did not get there by settling,” said Nathanael Alves Bezerra, Chief Executive Officer of Betvip.
“Our players expect the best sportsbook in the market, and moving to FIRST.bet was how we made sure they had it. Ever since the move, the performance has spoken for itself.”
For FIRST.bet, the deal marks the latest in a series of international partnerships signed by the Sofia company. Latin America has been a particular area of focus for the company.
Just last week, the firm partnered with Atlaslive in a Latin America-focused deal, while it has also agreed to assist the relatively new predictions platform and 2026 FIFA World Cup commercial partner ADI Predictstreet with its expansion across the region.
“Betvip knew exactly what it wanted from its sportsbook and made a deliberate decision to move,” said Tom Light, Founder and CEO of FIRST.bet.
“For a brand of this scale, changing sportsbook is a major decision. They trusted FIRST.bet to deliver a better product and execute the migration properly. We did both.”