BETER officially enters Ontario
The AGCO registration allows BETER to supply its live streams, real-time data, odds and related services to licensed Ontario sportsbooks. The company specializes in fast-paced sports and esports content, including its proprietary ESportsBattle competitions covering eFootball, eBasketball, eHockey and eTennis. Its sports portfolio also includes the Setka Cup table tennis series and BSKT Cup basketball league.
According to BETER, its content spans more than 740,000 sports and esports events annually, with as many as 50 betting markets available on an individual event. The company also operates an integrity division and says it works with organizations including the International Betting Integrity Association and Esports Integrity Commission.
From startup to North American expansion
BETER traces its history back to 2018, when it began with a much smaller geographic footprint and gradually expanded its coverage and team. Its own growth figures show a business that went from 300-plus events covered in early 2018 to more than 70,000 in its current reporting, while its workforce has grown from one employee to more than 550.
Gal Ehrlich became CEO in July 2021 after previously serving as Chief Technology and Product Officer at Fortuna Entertainment Group, which was already a BETER customer. Ehrlich brought more than two decades of operations and technology experience to the role.
The company has spent the past two years pushing aggressively into North America. BETER entered the regulated U.S. market in 2025 and has since secured approvals in multiple states. Earlier this year, the company said it had a presence in seven U.S. states, while September reporting puts its U.S. approvals at 10. It is also pursuing regulatory approval in Alberta.
Ontario therefore represents more than another licence on a growing list. It gives BETER access to one of North America's largest regulated online betting markets and potentially creates a Canadian base from which the company can pursue additional provincial approvals.
Why Ontario is attractive
During fiscal 2024-25, the province's regulated iGaming market generated C$82.7 billion in wagers and C$2.9 billion in gaming revenue, with 50 operators active during the year. Casino accounted for 84% of wagering, while betting represented 14%.
The momentum has continued. July 2026 produced the market's biggest monthly wagering total since launch, while sports betting alone generated C$992 million in wagers and C$77.8 million in revenue. Sports betting was only 10% of July's overall handle, but its wagering volume was still 44% higher than a year earlier.
That creates a particularly interesting opening for a supplier like BETER. Ontario's sportsbook market is already crowded, meaning operators cannot rely solely on the major North American leagues to differentiate their products. Unique sportsbook bonuses and fast, frequent betting opportunities from table tennis, basketball and esports can give platforms more inventory between major games and potentially keep customers engaged throughout the day. BETER's model is essentially built around that gap.
What comes next
The immediate impact will depend on which Ontario operators integrate BETER's products and how prominently they feature them. Registration does not mean every sportsbook will suddenly carry BETER content. But the longer-term significance is easier to see. Ontario's market has reached a point where content supply itself is becoming competitive infrastructure. As more operators enter the province and established brands fight for retention, suppliers capable of delivering distinctive, high-frequency betting products become increasingly important.
BETER's Canadian expansion also appears designed to continue beyond Ontario. The company is pursuing Alberta approval, which would give it a foothold in Canada's other major privately operated regulated iGaming market. For BETER, Ontario is therefore both an arrival and a test.
