Brazil’s largest casino-led betting operator has made a decisive move into sports, launching a full sportsbook powered by FIRST.bet technology across three major brands.
7Games, Betão and R7 are all operated by OIG Gaming Brazil Ltda. and are widely regarded as among Brazil’s biggest casino-focused betting brands.
OIG selected FIRST.bet to power its sportsbook expansion across all three brands simultaneously, demonstrating the technology’s capacity to serve multi-brand operators at national scale.
The 7Games sportsbook was built on SportOS, the FIRST.bet operating system, with the FIRST.bet engine running underneath and powering all trading, pricing and live markets.
Players using the 7Games sportsbook experience an interface that is entirely on-brand, reflecting 7Games design and identity while the underlying technology comes from FIRST.bet.
The product ships with Brazilian-Portuguese language support, odds models tuned to Brazilian football leagues, and the live betting infrastructure needed to compete at national scale out of the box.
“Brazil is not a market you can grow into slowly. The product has to work from day one,” said Fernando Oliveira Lima, founder and CEO of 7Games.
Lima added that FIRST.bet delivered a sportsbook already fitted to the Brazilian market, allowing his team to focus on players rather than resolving technology issues beneath them.
Tom Light, Founder and CEO of FIRST.bet, highlighted OIG’s existing casino traffic as a significant factor in the partnership’s potential upside.
“Brazil rewards operators who get the product right and punishes the ones who don’t,” said Light, noting that 7Games commands serious traffic on the casino side and now has a sportsbook built to handle that level of pressure.
FIRST.bet holds licences from the Malta Gaming Authority and the Swedish Gambling Authority, and is both GLI-33 certified and ISO-audited, underpinning its credentials as a regulated-market operator.
The company was founded by former SBTech leaders and has built a track record across LatAm, Europe and Africa as a high-performance, fully managed sportsbook technology provider.
FIRST.bet was named Sportsbook Supplier of the Year at both the SBC Awards 2025 and the EGR LATAM Awards 2025, reinforcing its standing in the Latin American market specifically.
The company also claimed Best Sportsbook Provider at BiS SiGMA South America 2026 and Sports Betting Supplier of the Year at the EGR B2B Awards 2026, with Tom Light personally recognised with the Individual Achievement Award at the EGR Awards 2026.
