BETER has expanded its regulated footprint in the United States after securing authorization to offer its exclusive betting content in Kentucky, marking the ninth state where its products are available to operators and bettors.
The company received approval and a license from the Kentucky Horse Racing and Gaming (KHRG), the body responsible for overseeing sports wagering, horse racing, charitable gaming, breed integrity, and pari-mutuel betting across the state.
The latest authorization enables licensed operators in Kentucky to access BETER’s live streams and real-time data feeds from its Setka Cup table tennis competitions and ESportsBattle tournaments. The content has already launched through bet365, a long-term partner of the supplier, making the offerings available to local customers.
Kentucky Approval Extends State Coverage
With Kentucky now added to its regulated markets, BETER’s exclusive content is available across nine US states. The company already operates in Florida, New Jersey, Colorado, Arizona, Indiana, Iowa, North Carolina, and Illinois.
The expansion strengthens BETER’s position in a market where demand for rapid betting opportunities continues to increase. The supplier focuses on delivering around-the-clock content, providing operators with access to live streams, data, and odds for a substantial volume of esports and sporting events throughout the year.
According to the company, it supplies more than 700,000 fast-paced events annually. Operators can offer as many as 50 betting markets per event, while the platform is designed to support average margins exceeding 7.5%.
Focus on Fast-Paced Betting Content
BETER’s esports portfolio is built around the ESportsBattle brand, which includes competitions in eFootball, eBasketball, eHockey, and eTennis. On the sports side, the company offers the Setka Cup table tennis tournaments and the BSKT Cup basketball league.
Commenting on the Kentucky launch, 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.”
Compliance Remains Central to Expansion Plans
The company stated that all of its exclusive events operate under oversight from its Integrity team, which conducts continuous monitoring and works with sports integrity organizations and governing bodies. These include IBIA, ESIC, and various sports federations to help maintain fair-play standards.
Valeriia Tarchynska, Chief Legal Officer at BETER, highlighted the regulatory work required to obtain approval in the United States.
“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.”
Source:
“BETER reaches ninth US state with the acquisition of a Kentucky license”, Press Release, Jun 5, 2026
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