On December 23, 2025, BETER, an innovative provider known for its live streaming, real-time data, and odds offering for esports and sports betting, announced its successful vendor registration in Florida. This marks a significant expansion into one of the United States’ most closely watched regulated markets. The Seminole Tribe of Florida, operating as Seminole Gaming, which oversees the state’s sports betting framework, granted the approval.
This new development allows BETER’s Setka Cup, a table tennis product, to go live on Hard Rock Bet, featuring live streaming, data, and odds. With Florida joining the roster, Setka Cup is now available in five U.S. states, illustrating BETER’s strategic growth in regulated jurisdictions.
Florida bettors can now experience Setka Cup, which is crafted for quick betting cycles and offers constant short-format events. The launch on Hard Rock Bet includes a comprehensive live package, promising bettors uninterrupted access to fast-paced content. This move is just the beginning, according to BETER, which annually delivers data and content for approximately 700,000 fast-paced events across esports and sports, with up to 50 betting markets per event. The company is optimistic about introducing more of its portfolio to Florida in the near future.
Part of this future expansion includes ESportsBattle, BETER’s proprietary esports offering. The company plans to integrate ESportsBattle into Hard Rock Bet shortly, expanding the fast-betting content available to Florida bettors.
The approval in Florida adds to BETER’s expanding list of regulated U.S. markets, following entries into Ohio, Arizona, and Kentucky. BETER sees this as part of a broader U.S. licensing strategy rather than an isolated achievement. Chuck Robinson, Chief Revenue Officer at BETER, sees this as a significant milestone and an indication of the company’s growing momentum in the U.S. market.
Robinson explained, “Securing vendor registration in Florida is another major milestone for BETER and a clear signal of our growing momentum across regulated U.S. markets. Launching Setka Cup with our partner Hard Rock Bet is particularly significant, as it allows us to introduce our fast-betting content to Florida bettors through a highly trusted sportsbook platform. We see strong long-term potential in Florida and are excited to continue building our presence here. Our esports content, particularly ESportsBattle, will also be going live soon, further enhancing the overall betting experience in the state.”
BETER places a strong emphasis on regulatory integrity and monitoring, ensuring that all matches are closely watched by its Integrity team. This team is dedicated to identifying any suspicious patterns and upholding the transparency and fair-play standards expected in U.S. markets.
Valeriia Tarchynska, Chief Legal Officer at BETER, highlighted the significance of this regulatory milestone, emphasizing the strength of the company’s regulatory strategy and the expertise of its legal team.
“Obtaining vendor registration in Florida reflects the strength of our regulatory strategy and the expertise of our legal team in navigating the complex U.S. regulatory landscape,” Tarchynska commented. “We are grateful to the Seminole Tribe of Florida dba Seminole Gaming for their cooperation throughout the registration process. This approval further supports our broader U.S. expansion plans as we continue securing licenses and launching our products in key regulated states, including Ohio, Arizona, Kentucky, and others.”
As Setka Cup now operates on Hard Rock Bet, BETER’s next anticipated milestone in Florida will be the timing and scope of the ESportsBattle integration, with the supplier continuing to develop its state-by-state distribution across regulated U.S. markets.
However, not everyone shares BETER’s optimistic outlook. Some analysts suggest that the U.S. market, while lucrative, poses challenges such as regulatory complexities and fierce competition. They caution that expanding rapidly in such an environment might stretch resources and divert focus from consolidating existing market positions. These analysts emphasize that BETER must balance expansion with operational sustainability to maintain its competitive edge.
Despite these concerns, BETER remains committed to its U.S. strategy, focusing on leveraging its expertise and innovative offerings to capture a larger share of the burgeoning sports betting market. As the company continues to navigate the regulatory landscape, its ability to adapt and sustain its expansion will be crucial in shaping its future success.
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