BETER Launches in New Jersey with Setka Cup, Targets U.S. Expansion

On April 10, 2025, BETER officially entered the United States iGaming market with regulatory approval from New Jersey’s Division of Gaming Enforcement (DGE). The company’s vendor registration is more than just a rubber stamp. It’s a strategic gateway to one of the most lucrative betting markets in the world.

BETER’s expansion isn’t happening in isolation. It reflects a broader shift in how esports and high-frequency sports betting content are being integrated into mainstream platforms. With its flagship product Setka Cup already live via bet365 in New Jersey, BETER is positioning itself not as a newcomer, but as a fast mover with a clear plan.

Key Takeaways

• BETER received vendor approval from New Jersey’s DGE, officially entering the U.S. iGaming market.
• Setka Cup, its 24/7 table tennis league, is now live on bet365 NJ, offering over 11,000 monthly matches.
• The company is preparing to roll out additional products including esports tournaments and traditional sports betting feeds.
• BETER is seeking licenses in multiple U.S. states including Colorado, Ohio, Florida, and Pennsylvania.
• Its regulatory-first approach has built early trust with operators and may provide a model for market entry in other jurisdictions.

BETER’s Vendor Approval: What It Means

The DGE’s decision allows BETER to legally supply betting content, odds feeds, and live video streaming services to licensed operators in the state. This includes real-time data integrations for sportsbook platforms and access to BETER’s signature products.

Setka Cup, a 24/7 table tennis league operated in BETER-run arenas across multiple countries, is the company’s anchor offering. As of April, Setka Cup matches are already available on bet365’s New Jersey platform, marking the first step of what is expected to be a wider national rollout.

According to BETER, the league delivers:

• More than 11,000 monthly matches
• Real-time betting markets with over 30 options per match
• Continuous monitoring by an internal integrity team

This model is tailored for operators seeking to retain users through high-volume, low-latency events that run round the clock.

Betting on Consistency and Speed

BETER’s core value proposition is speed. While traditional sports leagues operate on seasonal schedules, Setka Cup is optimized for continuous play. Every day, every hour, new matches begin. This suits sportsbooks that want to keep live betting markets open at all times.

But it’s not just about speed. Integrity also plays a central role in BETER’s pitch. All matches are hosted in secure venues under strict supervision, with internal systems in place to detect irregularities in gameplay or betting behavior.

This approach helps BETER tick a crucial regulatory box. U.S. regulators have become increasingly focused on fair play and anti-corruption measures, especially when it comes to non-traditional sports and esports.

BETER’s Broader Product Suite

BETER is not just a one-league company. Alongside Setka Cup, the firm is preparing to introduce:

• EsportsBattle tournaments, covering eFootball, eBasketball, and eHockey
• Traditional sports events including basketball and tennis
• A comprehensive Esports Odds Feed, covering over 450 tournaments globally

These offerings allow operators to diversify their live betting portfolios without relying exclusively on licensed sports leagues or tournament organizers. The esports data feed is particularly significant in the U.S., where sportsbooks increasingly cater to Gen Z and millennial bettors seeking faster, interactive formats.

Expansion Plans Beyond New Jersey

Gal Ehrlich, CEO of BETER, emphasized the significance of the company’s U.S. debut while confirming plans for broader expansion.

“Setka Cup has cultivated a loyal following worldwide. We’re thrilled to introduce it to bettors in New Jersey and plan to go live in other states soon.”

Those other states are not just wishful thinking. BETER is actively pursuing licensure in:

• Colorado
• Ohio
• Florida
• North Carolina
• Pennsylvania

Each market is at a different stage in adopting online sports betting, but all present strong opportunities. Together, they form a key part of BETER’s strategy to be present in every high-value U.S. jurisdiction before 2026.

The company is also keeping a close eye on federal-level discussions around standardizing betting regulations, though for now, its focus remains on navigating the state-by-state model.

Timing Is Everything

BETER’s move comes at a moment when the U.S. iGaming sector is ripe for innovation. Sports betting has become normalized in many states. What operators are now looking for is differentiation — products that offer:

• High engagement
• Frequent betting opportunities
• Smooth integration with existing sportsbook infrastructure

That is where BETER sees its edge. Unlike most legacy sports betting content providers, the company was built with digital-first, low-latency delivery in mind. Its products are plug-and-play for modern sportsbooks, not retrofitted analog formats.

This gives BETER an early-mover advantage in a market that is moving away from seasonal spikes and towards 24/7 engagement.

Risk, Compliance, and Operator Trust

New Jersey’s DGE does not hand out vendor approvals lightly. The regulatory process includes rigorous assessments of a company’s financials, compliance history, and operational infrastructure.

For BETER, passing this scrutiny offers an added benefit. It signals to other state regulators and sportsbook operators that the company can be trusted.

In an industry where many promising startups get sidelined by compliance failures, BETER’s proactive regulatory engagement is not just a safety net — it is a competitive advantage.

This mirrors the approach BETER has used in other markets, including Europe and Latin America, where it has built credibility by working closely with local regulators and maintaining strict internal governance standards.

What This Means for Operators

BETER’s entry into the U.S. gives licensed sportsbooks a new option for fast-action betting content. That matters because U.S. operators are under pressure to:

• Lower acquisition costs
• Increase session time
• Improve hold percentages

Setka Cup, with its high-frequency match schedule and flexible market structure, checks all of these boxes. Operators can offer bets on a new match every few minutes, boosting user engagement without the operational complexity of traditional sports leagues.

With esports integration on the roadmap, BETER also offers a future-proof pathway for operators who want to tap into younger, tech-native betting demographics.

Looking Ahead

BETER’s New Jersey approval is a critical step, but it’s only part of the story. The company’s expansion hinges on two things: execution and adaptation.

Execution means delivering on its promise of reliable, scalable content that meets both operator and regulator expectations. Adaptation means continuing to evolve its offerings based on market feedback and emerging regulatory frameworks.

So far, BETER appears to be checking both boxes. With a clear state-by-state strategy, a product suite built for modern bettors, and early support from major platforms like bet365, BETER is not entering the U.S. quietly. It is making a statement.

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