FIRST.bet brings its sportsbook to the Pragmatic Solutions ecosystem
FIRST.bet announced its integration with Pragmatic Solutions' player account management (PAM) platform, aimed at regulated gaming and betting operators. Following the collaboration, the provider is now available within the platform's ecosystem, giving operators access to its full sportsbook engine, trading infrastructure, risk management, and managed services.
The integration combines two layers that operators need to build and scale competitive betting operations. On one hand, Pragmatic Solutions' PAM, designed to support comprehensive player journeys, multiple brands, and flexible operations on a core layer of stable and scalable infrastructure. Its open API model allows for the integration and management of sportsbooks, casinos, payments, CRM, regulatory compliance, reporting, and third-party services within a single environment, while maintaining control over the product roadmap, front-end experience, and vendor strategy. On the other hand, FIRST.bet's sportsbook technology, focused on trading and positioned as a managed solution with advanced live betting functionalities and engagement tools.
Tom Light, founder and CEO of FIRST.bet, described the agreement as an important step for the company and stated that operators do not need another basic sportsbook connection, but rather real depth in trading, product innovation, and managed execution that drives the business. He explained that this is the company's focus: a sportsbook designed to perform and managed by a team that takes responsibility for results, and being available through Pragmatic Solutions allows them to bring this offering to operators looking to truly compete in the sports segment.
Ashley Lang, CEO of Pragmatic Solutions, noted that the sportsbook remains a core component of the product offering for many operators, especially in regulated markets where flexibility, regulatory compliance, and speed to market are critical. She considered that FIRST.bet brings a robust sports betting product to the ecosystem and gives operators access to a modular solution with proven live betting and engagement capabilities.
The provider's technological offering is based on two differentiating elements. SportOS, its open API, allows operators to develop and customize their own betting products on the company's engine, making the sportsbook an extensible platform rather than a closed product. GMFY, its comprehensive gamification engine, natively incorporates engagement and retention tools within the betting experience. This is complemented by essential functionalities such as Bet Builder, Player Props, Cash Out, Early Payout, and ACCA promotions, as well as Fast Markets and SnapBet, all supported by the firm's Managed Services, which provide expertise in trading, risk management, and operations.
FIRST.bet powers a global network of partners that processes millions of daily transactions in Latin America, Europe, and Africa. The company was recognized as Sportsbook Supplier of the Year at the SBC Awards 2025 and at the EGR LATAM Awards 2025 and 2026, and received the Best Sportsbook Provider award at BiS SiGMA South America 2026. Pragmatic Solutions, for its part, was awarded Full-Service Platform of the Year at the EGR B2B Awards 2026.
Tags: FIRST.bet, Pragmatic Solutions, Tom Light, Ashley Lang, FIRST, Sports, Sportsbook, Pragmatic Play