Home
BETER

Entain CEE & BETER Partnership: Esports & Sports Betting Boost

Last Updated: November 2, 2025

Entain CEE and BETER partnership for esports and sports betting.

In a significant move to enhance the betting landscape in Central and Eastern Europe, Entain CEE has partnered with BETER, a leading supplier of next-generation betting content and data. The collaboration, finalized in October 2023, significantly bolsters Entain CEE’s offerings with a continuous stream of fast-betting products, focusing on the rapidly growing esports sector and unique sports verticals for its key regional brands.

This strategic alliance provides customers of Entain's regional platforms, such as Croatia's leading operator SuperSport, with 24/7 access to a comprehensive portfolio of engaging content. The deal underscores a major push by Entain CEE to capture a larger share of the dynamic European betting market by delivering high-frequency, round-the-clock wagering opportunities.

A New Era for Regional Betting

The partnership between Entain CEE and BETER marked a pivotal moment for bettors in the region, particularly in markets like Croatia and the Czech Republic. The core of the agreement was the successful integration of BETER’s extensive suite of fast-betting products into Entain’s platforms. This provides customers with a constant feed of betting opportunities across a diverse range of events designed for quick engagement and rapid turnover, meeting the demands of the modern digital bettor.

Unpacking the Partnership's Content

BETER is renowned for its comprehensive content solutions, which span both emerging sports and the burgeoning world of esports. Under the terms of the deal, BETER supplies Entain CEE with a robust lineup of its proprietary products, including:

  • Sports Content: The popular Setka Cup table tennis tournaments, the fast-paced BSKT Cup basketball league, GTR Cup tennis tournaments, and Padel competitions.
  • Esports Content: BETER’s highly engaging ESportsBattle brand, which features thousands of events each month across popular titles like eFootball, eBasketball, eHockey, and Counter-Strike 2 (CS2).

For Entain CEE, this integration represented a strategic enhancement of its content library. By leveraging BETER's specialized, high-turnover products, the company offers a more diverse and compelling betting experience, differentiating itself from competitors. The ability to provide 24/7 live content is a key advantage, ensuring there are always events available for wagering, regardless of time zones or traditional sporting calendars.

The Strategic Focus on High-Growth Verticals

While the deal includes a strong portfolio of niche sports, the emphasis on esports is particularly noteworthy. The global esports betting market continues its explosive growth, transforming from a niche interest into a multi-billion dollar industry. This partnership allows Entain CEE to capitalize on this trend by offering a premium, dedicated esports betting product powered by BETER.

BETER’s ESportsBattle provides a robust schedule of competitive matches in titles that are proven to resonate with betting audiences. Key features that make this content a cornerstone of the partnership include:

  • High Volume of Events: Thousands of live matches are available for betting each month, ensuring constant engagement.
  • 24/7 Availability: Matches are scheduled around the clock, catering to a global audience and filling gaps in the traditional sports schedule.
  • Data Integrity: A firm commitment to fair play and reliable data feeds, which is crucial for building and maintaining trust with bettors.

By integrating this content, Entain CEE is not just adding more markets; it is investing in a high-growth vertical that appeals to a younger, digitally-native demographic.

Strengthening Leadership in the CEE Market

The Central and Eastern European region is a key growth area for gaming and betting operators. With a tech-savvy population and a strong passion for both sports and esports, the market potential is immense. This partnership solidifies Entain CEE’s position as a frontrunner in providing the most comprehensive betting platform in the region through its market-leading brands.

For BETER, the deal represents a significant expansion of its European footprint, aligning with one of the most prominent operators on the continent. It validates the company's product strategy and provides a major distribution channel for its content. As Gal Ehrlich, CEO of BETER, has stated, the company's mission is to provide operators with the content needed to "outcompete the competition." This collaboration is a clear execution of that vision.

Ultimately, the partnership between Entain CEE and BETER is a forward-looking move that reflects broader industry trends. It underscores the convergence of traditional sports betting and esports, the critical importance of live 24/7 content, and the strategic value of catering to the next generation of players and bettors. Customers across Central and Eastern Europe now have access to a richer, more dynamic betting experience as a direct result of this powerful collaboration.