First. Best in Sports

What First. Best in Sports does

FIRST (legal entity: First Interactive Limited) operates as a Tier-1 B2B sportsbook software provider serving iGaming and sports betting operators globally. The company offers two principal deployment models: GMFY, a fully managed turnkey sportsbook, and SportOS, an API-based sportsbook engine exposed via REST and Rogue APIs. Operators can also deploy FIRST's technology through the SnapBet™ white-label product. The platform claims 70+ operator integrations worldwide and 99.9% platform uptime.

The technology stack centres on the SportOS engine with modular add-ons including Cash Out and Partial Cash Out, Early Payout, ACCA Promotions, Bet Builder (supporting up to 20 same-game selections), Odds Promotions (Odds Boost, Zero Margin), Play-by-Play visualisation powered by a proprietary xG model, Player Props, Fast Markets (content delivered via the BETER partnership), and an Omnichannel Loyalty module. The company also sells GLI-33 and ISO-audited self-service betting terminals (SSBTs) for retail deployments. In June 2026 FIRST launched UltraCup, a player engagement engine built around FIFA World Cup 2026.

FIRST monetises through B2B licensing, managed services, and hardware sales on quote-based engagements with operators. Named enterprise customers include Cactus Gaming (which itself powers 50+ downstream operators), Pixbet, iGP, Bet7K, Bet da Sorte, Matchbook, 7Games, Betão & R7, and Cassino Bet. The company holds an MGA B2B Critical Gaming Supply licence (MGA/B2B/1109/2025) via First Interactive Limited and a Swedish Gambling Authority B2B permit (Ref. 25Si2111) via Trudata Core Limited. Leadership comprises Founder/CEO Tom Light, Co-CEO Ian Bradley (former DraftKings SVP, appointed June 2026), CTO Igor Vaisman, CCO Amram Vita, COO Yasen Uzunov, CPO Itay Shmuely, CFO Amir Oz, and Chief Trading Officer Ivan Ivanov.

Name

First. Best in Sports

Legal name

First Interactive Limited

Website

https://first.dev

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

FIRST is a Tier-1 B2B sportsbook software provider offering managed turnkey (GMFY) and API-based (SportOS) platform technology to iGaming operators, with primary focus on Brazil and regulated European markets. It powers 70+ operator integrations through proprietary trading, risk, and player engagement tools.

Ownership category

akta.pro rank

Product category

Sportsbook Software Platform

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbook Platform & PAM Providers (B2B) (MPAEACAC)

akta.pro secondary industries

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB), iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA), Sportsbook Retail Technology (Terminals, POS, Self-Service Betting) (MPAEACAN)

Keywords

• Sportsbook software
• IGaming platform
• Betting API engine
• Managed trading services
• Sports betting technology

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. B2B Sportsbook Software Licensing: Licensing of sportsbook platform technology to iGaming operators. Operators can choose fully managed turnkey solution (GMFY) or API-based SportOS engine with managed trading, risk, and liability tools.
2. Managed Services: Fully managed and semi-managed sportsbook operations including odds management, trading, risk and liability services, and operational support for operators.
3. White-label/Branded Platform: SnapBet™ white-label sportsbook platform branded for operator deployment, including front-end flexibility via REST & Rogue APIs.
4. Self-Service Betting Terminals: Sale and supply of self-service betting terminals and in-shop kiosks, from compact countertop units to large dual-screen SSBTs.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

FIRST provides Tier-1 B2B sportsbook software and technology for licensed iGaming operators. Its product suite centers on SportOS, an API-driven sportsbook engine that delivers real-time odds, trading, and risk management, alongside GMFY, a fully managed turnkey sportsbook solution. The company also offers SnapBet, a player-facing betting product, enabling operators to launch and operate sports betting under their own brand in regulated markets.

Product overview

FIRST is a Tier-1 B2B sportsbook software provider offering a platform-plus-modules architecture. The core offerings include GMFY (fully managed turnkey sportsbook) and SportOS (API-based sportsbook engine with managed trading, risk, and liability tools). Supporting modules include Cash Out/Partial Cash Out, Early Payout, Acca Promotions, Bet Builder, Odds Promotions, Play-by-Play with proprietary xG model, Player Props, Fast Markets, and Omnichannel Loyalty. The platform powers 70+ operator integrations worldwide across LatAm, Europe, and regulated markets.

Differentiator

Problem solved

Functional benefit

Brands

• SportOS: API-based sportsbook engine with managed trading, risk, and liability tools
• GMFY
• SnapBet
• UltraCUP

Products and services

• SportOS

Quantifiable outcome

• 70+ operator integrations worldwide
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature11 records

Partnerships

Nine partnerships are on record, tiered core and flagship.

• Cassino BetcoreStrategic or Co-development Partner · 1 July 2026Cassino Bet returned as sportsbook partner in Brazil, demonstrating successful ongoing relationship and operator satisfaction with FIRST's platform.
• 7Games, Betão & R7coreStrategic or Co-development Partner · 22 June 2026Joint launch of FIRST.bet sportsbook in Brazil. 7Games and Betão & R7 partnered with FIRST to deploy sportsbook technology in the Brazilian market.
• MatchbookcoreStrategic or Co-development Partner · 8 January 2026Matchbook launched in Brazil powered by FIRST sportsbook technology, expanding FIRST's operator network in the Brazilian market.
• PixbetflagshipStrategic or Co-development Partner · 4 November 2025Strategic partnership to power sportsbook performance in Brazil. Pixbet is one of Brazil's most iconic betting brands with massive national footprint. FIRST provides the sportsbook platform for their high-volume sportsbook and casino operations.
• BETERcoreTechnology or Integration · 30 September 2025BETER partnered with FIRST to power Fast Markets. BETER provides ultra-fast betting content and options across key sports including next-action markets in football, tennis, and basketball for continuous in-play engagement.
• Cactus GamingflagshipStrategic or Co-development PartnerTop iGaming tech provider with 50+ operators in Brazil and beyond. FIRST provides sportsbook layer solving time-to-market delays, European UX issues, LATAM football traffic risk management, and uptime during peak moments.
• iGP (iGaming Platform)coreStrategic or Co-development PartneriGP had casino stack, FIRST added sportsbook firepower. Launched full-suite solution with managed sportsbook, odds, trading, risk & liability, cross-compatible promos & wallets, single API reporting layer.
• Bet7KcoreStrategic or Co-development PartnerBrazil-based operator wanting to compete with the best. Wanted full control over sportsbook including odds management, risk parameters, and differentiation - FIRST provided the platform to own the sportsbook rather than rent it.
• Bet da SortecoreStrategic or Co-development PartnerBrazil's fastest-growing authorised betting brand headquartered in Northeast Brazil. Wanted full control of the sportsbook with local roots and national ambition, partnering with FIRST for the technology platform.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Altenar: B2B sportsbook software provider offering turnkey and API-based sportsbook platforms to operators across multiple regulated markets. Comparable modular architecture (sportsbook engine, risk management, trading) and operator customer base.
• BetConstruct: B2B sportsbook and iGaming platform provider with turnkey sportsbook, API integrations, and retail SSBT offerings. Comparable full-stack sportsbook supplier including self-service betting terminals that overlap FIRST's retail hardware product.
• EveryMatrix: B2B iGaming and sportsbook platform provider offering turnkey and modular solutions to operators. Comparable modular architecture, API-first delivery, and operator white-label/managed services model across multiple jurisdictions.
• Betgenius (Genius Sports): B2B sportsbook technology, trading, and data feed provider. Directly competes in offering odds feeds, managed trading, and platform technology to sportsbook operators, including in newly regulated LatAm jurisdictions.
• Kambi: Public B2B sportsbook platform provider serving regulated operators globally. Most directly comparable to FIRST in offering managed sportsbook technology, modular features (Bet Builder, Cash Out), and operator integration model — Kambi is the category benchmark FIRST positions against as 'Tier-1'.

Others

• BETER: Provider of fast betting content and next-action feeds, currently a content partner powering FIRST's Fast Markets module. Thematically adjacent as a supplier/ecosystem participant in the same sportsbook technology stack.

Broad incumbents

• OpenBet (Entain): Established B2B sportsbook platform owned by Entain, serving Tier-1 operators globally. Comparable product set (sportsbook engine, trading, retail terminals) but as part of a much larger gaming group with incumbency advantage.
• Sportradar: Global sports data and content/technology company serving sportsbooks with odds, feeds, trading, and managed services. Overlaps FIRST's managed trading and risk/liability tools, but at far broader scale and public-market capital base.

Emerging players

• SOFTSWISS: B2B iGaming platform provider with sportsbook, casino, and white-label offerings. Comparable in modular platform model and operator white-label/turnkey delivery, including in LatAm-facing deployments.
• Pragmatic Solutions: B2B iGaming platform provider serving operators, often pairing with third-party sportsbook vendors. Adjacent competitor for the same operator customers in emerging and regulated markets, particularly where modular stack assembly is needed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/first-sportsbook

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about First. Best in Sports