BETER, a leading provider of rapid-fire betting content across esports and sports, has been granted a Vendor Minor Licence by the Colorado Division of Gaming, giving it the go-ahead to offer its products in the state for the first time.
With this new regulatory approval, BETER will supply its real-time data and live video streams to licensed sportsbooks operating in Colorado. The licence includes access to the company’s flagship ESportsBattle tournaments—highlighting eFootball and eBasketball—as well as its popular Setka Cup table tennis competitions.
The launch is being executed in partnership with bet365, one of BETER’s long-standing operator partners. Colorado users accessing bet365 will now be the first in the United States to experience the ESportsBattle content suite.
A Growing U.S. Presence After New Jersey Debut
Colorado is now the second U.S. state where BETER has been authorized to operate. Earlier in 2025, the company received Vendor Registration in New Jersey, which enabled it to introduce the Setka Cup series to bettors there.
The company’s platform is known for offering around-the-clock live content, with approximately 700,000 fast-paced sports and esports events streamed each year. Operators working with BETER can access up to 50 betting markets per match, with an average margin of over 7.5%.
Gal Ehrlich, BETER’s CEO, celebrated the development as a significant advancement in the company’s North American strategy. “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 also praised the collaboration with bet365 and highlighted the importance of compliance in the U.S. market: “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 Precision Fuels U.S. Licensing Momentum
BETER’s expansion has relied heavily on its legal team’s expertise, especially given the complex regulatory frameworks governing U.S. gaming. Colorado’s approval, according to the company, underscores the strength of its legal and compliance operations.
Valeriia Tarchynska, BETER’s Chief Legal Officer, emphasized how the licence aligns with the company’s broader growth trajectory. “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 acknowledged the assistance of Blank Rome, the law firm guiding BETER’s licensing efforts in the United States. “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 Charts Its Own Course Post-BETER
In previous news, the company once known as BETER Live has formally rebranded as ICONIC21, signaling a clear break from its former parent. The rebrand is part of a larger strategy focused on innovation in live gaming and digital slot content.
Source:
“BETER Receives Vendor Minor Licence in Colorado”, Press Release, October 9, 2025
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