FIRST.bet has launched sportsbook operations for the 7Games, Betão, and R7 brands in Brazil, further expanding its presence in one of the world’s fastest-growing regulated betting markets.
The three brands, operated by OIG Gaming Brazil, have adopted FIRST.bet’s sportsbook technology as part of their strategy to expand beyond casino gaming and strengthen their sports betting offerings.
Custom Sportsbook Built for Local Market
Under the agreement, 7Games has developed its own branded sportsbook front-end using FIRST.bet’s SportOS platform.
FIRST.bet provides the backend infrastructure, including trading, pricing, live betting functionality, and risk management services.
The supplier said its platform has been specifically adapted for Brazil, featuring localized language support and sportsbook models designed around domestic sporting competitions.
Focus on Growth and Performance
The launch allows 7Games to leverage FIRST.bet’s technology while maintaining full control over the customer-facing sportsbook experience.
Fernando Oliveira Lima, Founder and CEO of 7Games, said:
“FIRST.bet gave us a sportsbook that already fits this market, so we could focus on our players instead of fixing the technology underneath them.”
Strengthening Latin American Expansion
FIRST.bet believes the partnership demonstrates the flexibility of its platform and its ability to support operators entering or expanding within regulated markets.
Tom Light, Founder and CEO of FIRST.bet, said:
“7Games already commands serious traffic on the casino side. Now they have a sportsbook built to hold up under that kind of pressure, on their own front-end, running on our engine.”
Brazil Remains a Key Growth Market
The agreement further strengthens FIRST.bet’s position in Latin America as competition intensifies following the regulation of Brazil’s online betting market.
Operators across the region continue to invest in sportsbook technology and localized products as they seek to capitalize on growing demand for regulated sports betting services.
The launch positions 7Games, Betão, and R7 to expand their offerings while benefiting from a sportsbook platform built specifically for the Brazilian market.
