First - Best in Sports has formed a new strategic partnership with Pixbet to provide a LatAm-focused sportsbook offering in Brazil, utilizing Portuguese UX, real-time PIX integration and specified odds models for football leagues such as Brasileirão, Copa do Brasil and Série A-C.
"Pixbet isn't just a market leader - it's part of Brazil's sporting DNA. Our partnership reflects a shared belief in high performance, innovation and long-term alignment with regulation. Together, we're setting a new standard for what the modern Brazilian sportsbook should feel like," First Founder & CEO Tom Light said.
The First sportsbook platform is said to be designed with LatAm-focused capabilities for Brazil residents, such as regional betting behaviors, payment systems and sports culture.
The company currently provides sportsbook integration for over 35 operators across LatAm, helping partners to scale its product efficiently and provide a localized experience to consumers.
"Our sportsbook has gained remarkable traction since integrating First's technology," Pixbet CEO Diomar Tadeu Dantas said.
"We've seen a clear shift in player preference from casino to sports, driven by a faster, more intuitive, and fully Brazilian experience. With First's Tier 1 expertise supporting us, we're more confident than ever in the future of Pixbet."
Pixbet was founded in Campina Grande (PB) in 2020, quickly becoming one of the more recognized brands in Brazil and forming partnerships with more than 29 football clubs since its origin.
First also stated its entry into the newly regulated Brazil sports betting market represents a "turning point" for the provider, and strengthens its reputation in modular flexibility, automation speed and engagement impact.
Supplier First is 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 pair on September 30
