Beter has secured regulatory approval to add its Setka Cup table tennis tournaments to North Carolina’s sports wagering catalog, marking the supplier’s sixth regulated US state launch.
The approval was granted by the North Carolina State Lottery Commission and allows operators in the state to offer Beter’s exclusive Setka Cup content, including live streams, real-time data, and betting odds.
The product is already live on bet365’s North Carolina platform, with the supplier confirming that further operator launches are planned in the near term.
North Carolina becomes the latest addition to Beter’s expanding US footprint, which also includes New Jersey, Florida, Indiana, Iowa, and Colorado.
The supplier has positioned the Setka Cup as a fast-paced, short-format betting product designed to run around the clock, reportedly providing operators with continuous content outside traditional sports schedules.
Setka Cup consists of table tennis matches produced and distributed exclusively by Beter, with the supplier controlling event organization, data capture, streaming, and odds compilation.
According to the supplier, the tournaments form part of a broader portfolio that delivers more than 700,000 events annually across sports and esports, with multiple betting markets offered per match.
All Setka Cup matches are overseen by Beter’s in-house integrity team, which monitors gameplay, data feeds, and betting activity to reportedly ensure compliance with fair play and transparency standards required in regulated markets.
Gal Ehrlich, Beter CEO, said: “In 2026, Beter has ambitious plans for the US market, where we are already seeing high demand for our fast-betting content across all states we have gone live in.”
He added that demand for always-on sports content continues to increase, with integrity positioned as a core component of the company’s offering.
Valeriia Tarchynska, Chief Legal Officer at Beter, said North Carolina represents another step in navigating the fragmented US regulatory landscape.
Tarchynska added that the company is now approved in multiple US states and is progressing applications in additional jurisdictions, including Ohio, Kentucky, and Arizona.
The North Carolina launch comes as US operators continue to expand their catalogs with alternative and short-duration sports products, particularly those capable of filling gaps between major leagues and live events.
Earlier this month, Beter appointed Matias Tapia Gomez as Latin America Business Development Manager, strengthening its commercial strategy in the region.
Based in Argentina, Tapia Gomez is tasked with expanding operator partnerships and supporting deployment of Beter’s fast-betting sports and esports content across regulated Latin American markets.
The appointment followed a series of content distribution agreements in the region, including Meridianbet’s rollout of Beter products across 18 regulated jurisdictions.
North Carolina launched legal online sports betting in 2024, with the market continuing to add new content categories as regulators assess supplier-led sports and event formats
