BETER has strengthened its presence in the regulated Irish market through a new partnership with leading sportsbook operator BAR 1 Betting, further expanding its portfolio of tier-one operator collaborations.
Under the agreement, BAR 1 Betting will integrate BETER’s ESportsBattle content, initially rolling out eFootball and eBasketball to its customer base. The deal enhances the operator’s esports offering, responding to growing demand for fast-paced, always-on betting content.
BAR 1 Betting, which has grown from a retail bookmaker founded in 1995 to a nationwide operator with a strong online presence since 2018, continues to invest in digital product expansion to support its customer-first strategy. 
BETER’s ESportsBattle tournaments deliver more than 500,000 events annually across multiple disciplines, including eFootball, eBasketball, eHockey and eTennis, with up to 50 betting markets per event and an average operator margin exceeding 7.5%. The supplier’s broader offering also includes its Esports Odds Feed, providing odds across more than 450 tournaments and covering over 40,000 pre-match and live events each year.
The partnership is expected to enhance BAR 1 Betting’s esports coverage while supporting BETER’s strategy of extending its reach across regulated markets via established operators.
Gal Ehrlich, CEO of BETER, said:
“As the leading provider of live streams, live data, and odds for the betting industry, we’re delighted that BAR 1 Betting has chosen BETER to provide its bettors with premier eFootball and eBasketball offerings.“With BAR 1 being one of Ireland’s most respected and well-loved sportsbooks, this partnership allows us to bring our award-winning esports content to a wider audience across regulated markets. At the same time, we look forward to supporting BAR 1 Betting in further strengthening its position as a leader in odds, event coverage, and betting opportunities.”
Barney O’Hare, CEO of BAR 1 Betting, added:
“From day one, BAR 1 Betting has been built on a customer-first philosophy. When our customers speak, we listen so when they asked for more esports content, we knew BETER was the ideal partner.
“With its reputation for innovation, extensive coverage, and reliable delivery, BETER stands out as a true leader in the esports space. By adding its eFootball and eBasketball content to our platform, we’re confident we can further enhance the online betting experience for our customers.”
