The partnership gives Alea operators access to FIRST.bet’s established sportsbook technology as the company continues to expand beyond game aggregation.
Alea has selected FIRST.bet as its sportsbook technology provider, bringing sportsbook to its growing product offering.
FIRST.bet is the Tier-1 sportsbook technology provider, combining established technology and expertise. Its solution focuses on localisation, trading and player engagement, enabling operators to deliver tailored sportsbook experiences across different markets.
The partnership follows growing demand from Alea’s operator network for sportsbook alongside casino content. Game aggregation remains at the heart of Alea’s business, but the company is steadily moving into a broader product offering.
That shift is already visible across Alea Jackpot, Alea Pay and its sweepstakes catalogue, with sportsbook now the newest part of that lineup, powered by FIRST.bet.
Rather than work with several sportsbook providers across its network, Alea chose a single, proven partner able to match the reliability of its existing aggregation platform. FIRST.bet’s Tier-1 technology and trading expertise made it the clear fit, and growing demand from Alea’s operator network made the timing right.
Alea's operators trust the platform for a good reason, and it shows in how deliberately the company has grown, from aggregation into jackpot and payments. Sportsbook is the next step in that story, and we're proud FIRST.bet is the one building it with them. Their operators are getting a sportsbook built for the markets they actually operate in.
For a lot of operators, casino and sportsbook already sit side by side, and we were seeing clear demand for the service. Players are moving between those experiences much more naturally too, so choosing the right company to build this with was important. FIRST.bet is the Tier-1 sportsbook technology provider, with a strong product and a lot of expertise in the space. They understand the market very well, and from the beginning we felt there was a strong fit between what they do and where we’re taking Alea.
Operators working with Alea will now be able to access FIRST.bet’s sportsbook as part of the company’s wider product offering.
About FIRST.bet
FIRST.bet is a Tier-1 sportsbook technology provider: a fully managed, high-performance sportsbook engineered for speed, scale and precision across LatAm, Europe and Africa. Founded by former SBTech leaders, FIRST.bet delivers market-leading sportsbook technology with a proven track record in regulated markets. The company holds licences from the Malta Gaming Authority (MGA) and the Swedish Gambling Authority (Spelinspektionen) and is GLI-33 certified and ISO-audited.
FIRST.bet was named ‘Sportsbook Supplier of the Year’ at both the SBC Awards 2025 and the EGR LATAM Awards 2025, ‘Best Sportsbook Provider’ at BiS SiGMA South America 2026, ‘Sports Betting Supplier of the Year’ at the EGR B2B Awards 2026; Founder and CEO Tom Light also received the ‘Individual Achievement Award’ at the EGR Awards 2026.
