BETER Enters Italian Market: ADM Approves Setka Cup for Sports Betting

International sports betting content provider BETER has reached a major regulatory milestone. The Italian Customs and Monopolies Agency, Agenzia delle Dogane e dei Monopoli (ADM), has officially added the Setka Cup to its list of authorized fixed-odds sporting events. This marks the company's entry into Italy, a nation known for its high barriers to licensing. Previously, Italian operators were not permitted to accept wagers on these specific table tennis tournaments. The new decision fundamentally changes the competitive landscape for live content in the country.

The integration is taking place immediately via the Italian domain of BETER’s partner, bet365. BETER is a well-known name in the industry, already providing data and odds for over 740,000 events annually. The focus lies on fast-paced, dynamic sports that are particularly suited for live betting. The Setka Cup, distributed exclusively by BETER, is the centerpiece of the portfolio for the Italian market. The regulatory hurdle in Italy is particularly high because the ADM must individually review and approve every sporting event before bookmakers can offer odds on it.

Numbers and facts

The volume BETER brings to the market is substantial. The company covers approximately 700,000 exclusive events per year, with a portfolio that includes table tennis as well as basketball (BSKT Cup) and various esports titles such as eFootball and eBasketball. In Italy, BETER is now competing for the attention of 46 licensed operators who share the market. The offering includes up to 50 different markets per individual event, providing significant depth for customers. To ensure safety, an in-house integrity team operates around the clock, collaborating with organizations like the International Betting Integrity Association (IBIA) and the Esports Integrity Commission (ESIC).

Gal Ehrlich, CEO of BETER, emphasized the strategic importance of this step for his company very clearly:

"Italy is one of the most important European markets for BETER and one of the most tightly regulated betting markets, so having the ADM add the Setka Cup to its list of authorised fixed-odds betting events carries real weight and further strengthens our position in the region."

Background

In recent years, Italy has massively tightened its rules for gambling advertising and sponsorship. Nevertheless, the market remains attractive for technical providers and data suppliers, provided they can meet the strict compliance requirements. Valeriia Tarchynska, Chief Legal Officer at BETER, explained that entering a new regulated market requires a thorough understanding of the legal framework. Her team's methodical approach was crucial in successfully completing this process. Only by operating within the respective framework is sustained expansion possible, Tarchynska added.

The ADM monitors the market not only through approvals but also through active blocking. For example, in August, 190 unauthorized gambling websites were blocked in Italy. This shows that the authority consistently takes action against unlicensed providers, which in turn significantly increases the value of an official ADM approval for companies like BETER.

Why it matters for German players

For German betting fans, this news has no immediate impact on their daily play, as the German market is regulated separately by the Interstate Treaty on Gambling 2021 (GlüStV 2021). However, the approval in Italy demonstrates that providers like BETER meet high standards regarding integrity and player protection, which could also be relevant for potential approval in Germany. In Germany, such offerings would need to pass the scrutiny of the Joint Gambling Authority of the States (GGL). Currently, German players are protected by a monthly deposit limit of 1,000 euros via the LUGAS system, which operates across all providers.

Should BETER or a similar provider wish to gain a foothold in Germany, the betting markets would have to strictly comply with the specifications of the whitelist. While Italy now permits the Setka Cup, certain types of bets on amateur sports or overly detailed live events are often restricted in Germany. German customers should therefore always ensure they only bet with providers carrying the official GGL seal. This guarantees that strict German rules on youth protection and addiction prevention are upheld.

What it means for GGL-licensed casinos

For online casinos with a GGL license, the expansion of sports betting suppliers like BETER into neighboring markets means that competition for user time is increasing. Since many German operators offer both sports betting and virtual slot machines, the quality of the betting offer is an important differentiator. A high-quality table tennis offer with 24/7 availability could retain players who might otherwise be active at slots. However, the strict separation of gaming forms in Germany ensures that cross-selling can only take place under highly controlled conditions.