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Headquarters
Sofia, Bulgaria
Email
inquiry@first.dev

FIRST.bet is a Tier-1 B2B sportsbook technology provider that builds high-performance sportsbook engines for regulated betting markets worldwide. The company positions itself as a fully managed, turnkey partner for operators, offering a complete platform that combines deep localization, data-driven trading, and next-generation player engagement tools. Its core product suite includes SportOS, SnapBet, and GMFY, designed to give operators the visibility, control, and scalability needed to compete at the highest level. FIRST.bet has rapidly gained industry recognition, winning multiple major awards in 2025 and 2026, including “Sports Betting Supplier of the Year” at the SBC Awards and the EGR B2B Awards. The company now powers over 75 operators globally, with a particularly strong presence in Brazil (35+ operators). Its technology is built for performance under sustained high traffic and complex live betting conditions, featuring advanced capabilities such as a risk-managed bet builder with up to 20 same-game selections, customisable cash-out rules, early payouts, and an AI-driven trading model. FIRST.bet’s growth strategy centers on execution in real market conditions, providing operators with a reliable, localised sportsbook infrastructure that drives engagement, retention, and scalable revenue.

Detailed Review

FIRST.bet has established itself as a prominent player in the B2B sportsbook supply space, particularly noted for its rapid rise and technological depth. The company’s product philosophy is built around giving operators maximum control and visibility. Its platform, described as an AI-powered sportsbook, includes a comprehensive set of features: cash-out and partial cash-out with full market coverage and VIP payouts; early payout options configurable by sport, league, and customer level; accumulator (acca) promotions including combo boosts and insurance; a bet builder supporting up to 20 same-game selections with a risk-managed trading model; odds promotions such as Odds Boost and Zero Margin bets; and a fully customisable Play-by-Play visualisation tool with proprietary xG statistics. These are delivered under three product names: SportOS (the core sportsbook operating system), SnapBet, and GMFY.

The company’s commercial momentum is evidenced by a string of industry accolades. In 2025, FIRST.bet won Sports Betting Supplier of the Year at the SBC Awards, Sportsbook Supplier of the Year at the EGR LATAM Awards, Sports Betting Supplier of the Year at the Starlet Awards, Client Satisfaction of the Year at the AffPapa LATAM Awards, and Sportsbook of the Year at CGS Recife. In 2026, the company continued this trajectory, winning Best Sportsbook Provider at BiS SiGMA South America, and its CEO, Tom Light, received the Individual Achievement Award at the EGR Europe Awards. The company’s focus on regulated markets, especially in Latin America and Europe, is a key differentiator. FIRST.bet’s platform is engineered for localization, allowing operators to adapt to specific market demands and regulatory requirements. The company’s growth has been driven by a commitment to product reliability and operational control, positioning it as a partner that can handle high-volume, high-frequency betting environments. As of June 2026, FIRST.bet powers 75+ operators worldwide, with over 35 of those in Brazil alone.

Key Products

  • SportOS

    The core sportsbook operating system that forms the backbone of FIRST.bet’s platform, providing the infrastructure for trading, risk management, and operator control.

  • SnapBet

    A product name associated with FIRST.bet’s platform, likely focused on rapid betting and engagement features.

  • GMFY

    Another product within the FIRST.bet suite, mentioned alongside SportOS and SnapBet as part of a connected sportsbook environment.

  • Bet Builder

    Allows bettors to combine up to 20 same-game selections, with risk managed by FIRST.bet’s trading models and a Boost Builder feature.

  • Cash Out & Partial Cash Out

    Configurable cash-out rules across all sports and markets, including VIP payouts and advanced reporting.

  • Early Payout

    Flexible early payout settings tailored by sport, league, and customer level.

  • ACCA Promotions

    Built-in combo boosts and combo insurance across all sports, leagues, and markets, with player-level targeting.

  • Odds Promotions

    Features like Odds Boost and Zero Margin bets to drive turnover and engagement.

  • Play-by-Play

    Fully customisable, brand-ready in-play visualisation with realistic graphics and head-to-head statistics powered by a proprietary xG model.

Key Persons

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