Alea has signed an exclusive sportsbook technology agreement with FIRST.bet, giving the game aggregator a single, dedicated partner for its sports betting offering.
The deal, announced on September 7, 2026, grants operators within Alea’s network direct access to FIRST.bet’s tier-one sportsbook tech stack.
FIRST.bet’s technology covers localisation, trading and player engagement, all of which will now be delivered through Alea’s existing partnership infrastructure.
Rather than working with multiple sportsbook suppliers, Alea has deliberately chosen a single exclusive partner to maintain consistency and quality across its network.
Game aggregation remains the foundation of Alea’s business, but the company has been steadily building out a broader product suite over recent years.
That expansion is already reflected in Alea Jackpot, which gives operators control over engagement campaign creation, and Alea Pay, the company’s payment solution launched in Brazil ahead of that market’s regulation.
Sportsbook now becomes the newest addition to that lineup, powered entirely by FIRST.bet’s technology under the terms of the exclusive agreement.
FIRST.bet was founded by former SBTech leaders and holds licences from the Malta Gaming Authority and the Swedish Gambling Authority, and is also GLI-33 certified and ISO-audited.
The company was named Sportsbook Supplier of the Year at both the SBC Awards 2025 and the EGR LATAM Awards 2025, and also took home Best Sportsbook Provider at BiS SiGMA.
FIRST.bet operates across Latin America, Europe and Africa, delivering sportsbook technology built for speed, scale and precision in regulated markets.
Tom Light, Founder and CEO of FIRST.bet, said: “Alea’s operators trust the platform for a good reason, and it shows in how deliberately the company has grown, from aggregation into jackpot and payments. Sportsbook is the next step in that story, and we’re proud FIRST.bet is the one building it with them.”
Alex Tomic, Founder of Alea, said: “FIRST.bet is the Tier-1 sportsbook technology provider, with a strong product and a lot of expertise in the space. They understand the market very well, and from the beginning we felt there was a strong fit between what they do and where we’re taking Alea.”
The partnership signals a clear strategic direction for Alea as it transitions from a pure aggregator into a more comprehensive iGaming platform provider.
