First - Best in Sports has officially obtained its B2B gaming license from the Swedish Gambling Authority to begin offering its sportsbook services to operators conducting business throughout the country and continue expanding into European markets.
"The Swedish license is a natural continuation of the system we've built, one where legal precision and product innovation move together. Our teams don't chase approvals; they prepare for them," First Founder and CEO Tom Light said.
"Each new license reinforces a structure designed for sustainable, global growth. Sweden fits perfectly with that vision: a digital, mature market ready for a smarter and more intuitive sportsbook experience. When technology truly works, markets don't need convincing, they follow."
The B2B certification was said to represent coordinated work from First's legal organization, which helped to ensure each component of the supplier's technology met the "stringent" technical, security and responsible gaming standards implemented within Swedish framework.
First also stated it will provide a "native Swedish interface" for operators, featuring localized odds models and real-time Nordic data covering Allsvenskan, SHL and regional eSports.
The supplier began to integrate a range of its esports betting content into the Beter content portfolio as part of the initial phase of a new partnership formed between the two companies on September 30.
Beter integrated First's ESportsBattle tournaments, including eFootball and eBasketball, alongside the supplier's Setka Cup table tennis content.
The supplier also unveiled 10Bet as the first major operator to deploy First's services across the LatAm region in August 2025, developed with Light & Wonder's global content and aggregation tools as well as OpenTag's integrated platform solution.
Genius Sports renewed and expanded its data and streaming partnership with First to scale operations across LatAm on June 30
