FIRST.bet has completed a major technology and commercial integration with Pragmatic Solutions, embedding its full-service sportsbook platform into the Pragmatic PAM ecosystem.
The deal makes FIRST.bet the second proprietary sportsbook platform to be integrated by Pragmatic Solutions, following the company’s initial sportsbook partnership with Altenar back in 2023.
Through the agreement, FIRST.bet’s complete sportsbook engine, trading stack, risk management tools and managed services are now accessible to operators running on the Pragmatic Solutions platform.
The Pragmatic Solutions PAM platform is built to support end-to-end player journeys, multiple brands and flexible operations through a stable and scalable central infrastructure layer.
Operators using the combined solution gain access to two core building blocks needed to launch and grow competitive betting products in regulated markets around the world.
Pragmatic Solutions counts a portfolio of Tier-1 operators among its clients, with publicly confirmed names including LeoVegas Group, Betsson Group, Stake and DAZN Bet, as well as regulated brands across Europe and Latin America.
FIRST.bet is led by betting and entertainment entrepreneur Tom Light, who has positioned the company as a challenger to conventional sportsbook suppliers through managed trading services and proprietary engagement tools.
Tom Light, Founder and Chief Executive Officer of FIRST.bet, said: “Operators don’t need another basic sportsbook connection – they need real trading depth, product innovation and managed execution that moves the business.”
Light added: “Being available through Pragmatic Solutions puts that in front of operators who are serious about competing in sports.”
FIRST.bet has built a strong awards track record in recent years, having been named Sportsbook Supplier of the Year at both the SBC Awards 2025 and EGR LATAM Awards 2025 and 2026.
The company also took home Best Sportsbook Provider at BiS SiGMA South America 2026, underlining its growing reputation across both European and Latin American regulated markets.
Pragmatic Solutions itself was recognised as Full-Service Platform of the Year at the EGR B2B Awards 2026, reinforcing its standing as one of the industry’s leading PAM infrastructure providers.
The integration represents a significant expansion of the routes available to operators looking to launch sports betting with serious trading capability and full managed services support.
