Alliance sees FIRST and Pixbet making sports betting faster, safer and more intuitive for Brazilian users - with technology built in LatAm, for LatAm.
FIRST the leading integrated sportsbook technology provider, has entered a long-term partnership with Pixbet, one of Brazil’s top licensed betting operators, to power a fully localised, high-performance sportsbook offering in the newly regulated market.
Brazil’s betting industry is entering a new era. With regulation, driving transparency and innovation, operators now compete on technology, not just branding. FIRST’s entry with Pixbet marks a turning point – combining a native, LatAm-built sportsbook infrastructure with one of the country’s most iconic betting brands.
Unlike adapted European products, FIRST’s platform was designed for LatAm from the ground up – built around regional betting behaviours, payment systems and sports culture. It features native Portuguese UX, real-time PIX integration, and dynamic odds models tuned to Brazilian football, including the Brasileirão, Copa do Brasil and Série A–C regional leagues.
Pixbet isn’t just a market leader - it’s part of Brazil’s sporting DNA.
Our partnership reflects a shared belief in high performance,
innovation and long-term alignment with regulation.
Together, we’re setting a new standard for what the modern Brazilian sportsbook should
feel like. It reflects the trust of our partners, the strength of our technology,
and the tireless commitment of our team. It’s the fuel for our next chapter.
This collaboration strengthens FIRST’s leadership across LatAm, where more than 35 operators already run on its technology. Known for its modular flexibility, automation speed and measurable impact on GGR and engagement, the platform enables operators to scale efficiently while delivering a localised experience.
Our sportsbook has gained remarkable traction since integrating FIRST’s technology.
We’ve seen a clear shift in player preference from casino to sports, driven by a faster, more
intuitive and fully Brazilian experience. With FIRST’s Tier 1 expertise supporting us, we’re
more confident than ever in the future of Pixbet.
