FIRST, the international sportsbook technology provider, has made its official debut in Argentina through a new deal with local iGaming tech supplier ONDISS.
The partnership has seen FIRST’s sportsbook platform rolled out directly to Argentine operator City Center Online, marking a significant step in the company’s global expansion strategy.
Argentina represents a growing regulated iGaming market, with provincial authorities increasingly moving to formalise online sports betting operations across the country.
The activation follows Santa Fe Lottery, a provincial regulatory body, launching a licensed online sports betting market in the region.
City Center Online became one of the first operators to receive official regulation under the .bet.ar licensing framework, positioning it as a key early mover in the space.
ONDISS facilitated FIRST’s entry into the Argentine market, with the deal also supplemented by City Center Online’s existing online casino platform.
Tom Light, Founder and CEO of FIRST, spoke directly about the rationale behind the partnership and what the technology is designed to deliver in competitive markets.
Light said: “ONDISS and City Center Online wanted technology built for real market conditions, not a feed dressed up as a sportsbook. That’s what FIRST delivers. Speed, control and the product depth players in Argentina expect.”
His comments highlight the growing demand from operators in emerging regulated markets for sportsbook infrastructure that can perform under genuine competitive pressure rather than relying on basic data feeds.
Argentina’s regulated online betting landscape is still taking shape, making early entry a strategic advantage for both FIRST and its local partners.
The .bet.ar framework provides operators like City Center Online with a clear legal structure under which to offer services to Argentine bettors.
For FIRST, securing a foothold in Argentina through established local partners gives the company a platform to build further relationships as additional provinces open up their own licensed markets.
The ONDISS partnership demonstrates how international technology providers are increasingly leaning on regional specialists to navigate the complexities of local regulation and player expectations.
FIRST’s Argentine debut adds another territory to its growing international footprint as the company continues to pursue expansion across regulated markets worldwide.
