Next-generation sports and data supplier BETER has officially secured a formal regulatory license from the Kentucky Horse Racing and Gaming (KHRG) commission.
The milestone approval establishes the Commonwealth as the ninth independent United States jurisdiction to authorize the company’s high-velocity betting portfolio.
Expanding the North American Compliance Footprint
The statutory approval was granted directly by the KHRG, the independent municipal corporation and political subdivision responsible for supervising horse racing, pari-mutuel wagering, sports betting, breed integrity, and charitable gaming networks across the state. With this development, Kentucky joins Florida, New Jersey, Colorado, Arizona, Indiana, Iowa, North Carolina, and Illinois in the provider’s expanding US compliance directory.
The newly issued license enables BETER to supply licensed operators within the Bluegrass State with low-latency live data feeds and real-time streams from both its Setka Cup table tennis tournaments and its ESportsBattle arenas. To accelerate immediate commercial traction, the entire product catalog has been operationalized for local sports fans via bet365, the supplier’s long-standing interactive gaming partner, satisfying the rising consumer demand for fast-paced, 24/7 wagering options.
On an international scale, the provider delivers real-time streaming, automated data grids, and high-precision odds modeling for more than 700,000 sports and esports events annually, providing up to 50 distinct betting markets per event while yielding an average margin profile exceeding 7.5% for its operator network. The company’s digital sports portfolio is anchored by the Setka Cup and the BSKT Cup basketball league, while its specialized esports division manages competitive eFootball, eBasketball, eHockey, and eTennis tournaments.
To safeguard fair play standards, all events are tracked 24/7 by an in-house integrity unit working in close collaboration with the International Betting Integrity Association (IBIA), the Esports Integrity Commission (ESIC), and global sports federations.
Capitalizing on the Demand for Round-the-Clock Engagement
Chuck Robinson, Chief Revenue Officer at BETER, emphasized that entering a state with a passionate sporting culture accelerates their long-term North American position:
“Kentucky is a state with a deep sporting heritage, and we’re excited to bring our exclusive Setka Cup and ESportsBattle content to operators and bettors there. Reaching nine US states is an important milestone that reflects the growing appetite for fast-betting content across the country.
The US market is evolving rapidly, and players are increasingly seeking round-the-clock, high-quality betting experiences. BETER is built to meet that demand, and each new state we enter strengthens our position as the go-to provider of fast-betting content worldwide.”
Valeriia Tarchynska, Chief Legal Officer at BETER, added that successfully navigating independent state auditing structures highlights the robustness of their compliance division:
“Receiving both approval and license is the result of sustained and meticulous regulatory and compliance work by our team. The US licensing landscape is uniquely complex, with each state operating under its own distinct framework, and we take great pride in meeting those requirements wherever we operate.
With nine states now approved, the US continues to be a cornerstone of BETER’s global strategy. We are actively pursuing approvals in additional key states and remain fully committed to expanding our footprint across the country and beyond.”
