Meridianbet, the sports betting operator owned by Golden Matrix Group (NASDAQ: GMGI), has partnered with fast-betting provider BETER to integrate esports and sports content across its 18-jurisdiction footprint.
The deal brings BETER’s exclusive ESportsBattle series and Setka Cup table tennis tournaments to players in Serbia, Bosnia and Herzegovina, Montenegro, Peru, and other markets through retail, desktop, and mobile channels.
Round-the-clock betting portfolio
BETER delivers 24/7 live streaming, real-time data and odds for approximately 700,000 fast-paced events each year, offering up to 50 markets per event with an average operator margin of 7.5 per cent or higher.
The esports portfolio features tournaments in eFootball, eBasketball, eHockey and eTennis. Sports content includes the Setka Cup table tennis series, BSKT Cup basketball league, padel tennis and cricket coverage worldwide.
Fast-betting content typically features events with sub-15-minute durations that generate elevated player engagement compared to traditional pre-match wagering.
Gal Ehrlich, CEO of BETER, said:
“The deal with Meridianbet is an important step for BETER in our global expansion strategy and bolsters our presence in Europe. Meridianbet is exactly the kind of partner we look for – it fully understands that demand for fast-betting content is only going to rise and has taken action to meet player expectations today.“
Zoran Milosevic, CEO of Meridianbet, added:
“BETER’s fast-betting content is in a league of its own, and we are thrilled to be offering ESportsBattle and Setka Cup to our players. Bettors today want fast-paced betting experiences that are action-packed and engaging, and that’s exactly what BETER provides through its content portfolio.”
“This is a deal that brings a lot of thrilling content to our players, and that’s what makes it such an important partnership for us.”
Exclusive tournament model
BETER’s exclusive tournament structure gives Meridianbet access to content unavailable from competitors who rely on third-party sports data feeds. The provider controls event production, streaming and data delivery, creating product differentiation in competitive markets.
Meridianbet’s omni-channel distribution allows it to leverage the same content library across retail shops, desktop sites and mobile apps in markets spanning Europe, Latin America and Africa.
Founded in 2001, Meridianbet Group operates as a licensed sports betting and gaming operator in 18 jurisdictions across Europe, Africa and South America using proprietary technology and scalable systems.
BETER delivers approximately 50,000 exclusive monthly events across esports and sports disciplines. The company also provides esports odds based on official data for more than 450 tournaments worldwide, covering over 40,000 pre-match and live events annually across titles including CS2, Dota 2, League of Legends and Valorant.
Growing appetite for fast-betting experiences
Fast-betting content attracts operators seeking to extend player session durations and increase revenue per user through high-frequency events.
Younger player demographics favour rapid-action betting experiences that deliver immediate results, often preferring the quick turnover of fast-betting events over waiting for traditional sports matches to conclude.
BETER’s model addresses this through its controlled tournament ecosystem, producing events in-house to maintain consistent quality and 24/7 scheduling. This ensures operators receive reliable content that fills gaps in traditional sports calendars.
The integration supports Meridianbet’s approach across diverse regulatory environments, allowing the operator to deploy uniform content whilst adapting to local compliance requirements from established European markets to emerging Latin American jurisdictions.
Market context and competitive positioning
The partnership comes as sports betting operators seek content differentiation strategies. Exclusive content deals provide advantages in player acquisition as multiple licensed operators compete in the same markets.
Meridianbet’s parent company Golden Matrix Group, based in Las Vegas, operates B2B divisions including GMAG and Expanse Studios, alongside B2C operations such as RKings, Mexplay and Meridianbet’s sportsbook.
For BETER, the agreement represents continued global expansion. The provider has built partnerships with major operators across multiple continents. Its partnerships with the Esports Integrity Commission (ESIC) and membership in the International Betting Integrity Association (IBIA) provide credibility in regulated markets.
The content integration occurs as operators face pressure to differentiate offerings whilst expanding into newly regulated jurisdictions. Content partnerships delivering exclusive tournaments address both objectives.
As Meridianbet expands under Golden Matrix Group ownership, strategic content partnerships position the operator to compete against larger competitors whilst maintaining operational flexibility across diverse regulatory frameworks.
