BETER Enters Ontario iGaming Market

Jonathan Rodriguez

Written by: Jonathan Rodriguez

Published: Tue Sep 15, 2026, 12:00 pm ET

Read Time: 4 minutes

BETER Enters Ontario iGaming Market

industry

BETER has entered Ontario's regulated iGaming market after securing Gaming-Related Supplier Registration from the AGCO.

In their announcement, the approval allows the sports and esports content provider to supply its products to licensed operators. BETER is entering as a B2B supplier rather than launching a consumer-facing sportsbook.

The move adds another regulated market to the company's growing North American footprint. BETER already operates in 10 U.S. states and is pursuing approval in Alberta.

BETER: New Content for Licensed Operators

The AGCO registration allows BETER to offer its sports and esports products to Ontario operators. The company has developed a large portfolio of proprietary content for live betting.

Its offering includes ESportsBattle eLeagues, Setka Cup table tennis, and BSKT Cup basketball. The esports portfolio also covers sports simulation titles such as eFootball, eBasketball, eHockey, and eTennis.

Across its portfolio, BETER delivers more than 740,000 events annually. Each event can feature more than 50 betting markets, providing operators with substantial live wagering coverage.

The supplier also reports an operator margin above 8% across its content. That figure forms part of its value proposition for sportsbooks seeking differentiated betting products.

Gal Ehrlich, CEO of BETER, highlighted the importance of the Ontario entry.

"Ontario is an important step in building BETER's North American business and a significant part of our global growth strategy," Ehrlich said.

"Our exclusive content gives operators something they cannot easily find elsewhere," he added. "That differentiation is helping us expand into new regulated markets."

Ehrlich also pointed to Canada's wider potential for the business.

"Canada offers significant potential, and Ontario gives us a strong foundation from which to build a lasting presence across the country," he said.

Sports, Esports and Live Betting

BETER's portfolio focuses on fast-paced events designed to support live and in-play wagering. ESportsBattle provides esports competitions, while its sports properties cover table tennis and basketball.

The company also supports its events with live streams, real-time data, and betting odds. This combination can help operators expand their live betting menus across multiple categories.

For Ontario gambling operators, BETER's arrival provides another source of live sports and esports betting content.

The scale of the offering further strengthens that proposition. More than 740,000 annual events provide a significant volume of potential wagering opportunities.

Meanwhile, its simulation products cover several familiar sports. eFootball, eBasketball, eHockey, and eTennis can give sportsbooks additional markets between major sporting events.

North American Expansion & Alberta Next Steps

Ontario joins a growing group of North American jurisdictions targeted by BETER. The company is already active in 10 U.S. states while pursuing further regulatory approvals.

Alberta is another market on BETER's expansion roadmap. Approval there would give the supplier an additional foothold in Canada's regulated online gambling sector.

The expansion also strengthens BETER's position within the broader Canada gambling market as it pursues further provincial approvals.

Integrity and compliance also remain central to the company's expansion strategy. BETER works with industry monitoring and integrity organizations, including the International Betting Integrity Association (IBIA) and the Esports Integrity Commission (ESIC).

Those relationships support the company's efforts to maintain integrity standards across its sports and esports operations. They also complement the regulatory requirements BETER must meet in each market.

Valeriia Tarchynska, Chief Legal Officer at BETER, emphasized the significance of meeting those requirements.

"Securing our Ontario registration is a significant milestone and reflects BETER's commitment to meeting the highest regulatory and compliance standards in every market we enter," Tarchynska said.

"As we continue expanding across Canada, our focus will remain on sustainable growth, strong regulatory relationships, and maintaining the trust of our partners and stakeholders," she added.

The Ontario registration gives licensed operators another source of sports, esports, and simulation betting content. For BETER, it also creates a platform for further growth across Canada's regulated markets.

For Ontario gambling, the company's arrival adds another international supplier to an increasingly competitive iGaming ecosystem. Its broad event schedule and live betting focus could give operators additional ways to expand their wagering offerings.

Jonathan Rodriguez
Jonathan Rodriguez

Jonathan is an avid basketball fan, and is often looking forward to the next upcoming NBA season when not checking players' stats during games. He also likes to keep his ears on the ground for the latest rumblings in the online casino industry.

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