FIRST.bet joins Pragmatic Solutions PAM ecosystem to strengthen sportsbook offering

FIRST.bet has integrated its fully managed sportsbook engine into Pragmatic Solutions' Player Account Management (PAM) platform, giving operators access to a complete sports betting solution within a regulated framework.

Integration details

Under the partnership, FIRST.bet's full sportsbook stack – including its trading engine, risk management tools, and managed services – is now available to operators via the Pragmatic Solutions ecosystem. The combined offering merges Pragmatic Solutions' modular PAM infrastructure, which supports multi-brand operations, end-to-end player journeys, and open API connectivity, with FIRST.bet's trading-led sportsbook technology. Operators can manage sportsbook, casino, payments, CRM, compliance, and third-party services from a single platform while retaining control over their front-end and vendor strategy.

FIRST.bet's solution is already live within the Pragmatic Solutions ecosystem. It is positioned as a managed sportsbook featuring advanced in-play betting and player engagement capabilities.

Executive perspectives

Tom Light, founder and CEO of FIRST.bet, said: "This is a major step for FIRST.bet." He emphasised that operators need more than basic connectivity – they require real trading depth, product innovation, and managed execution. Light noted that being available through Pragmatic Solutions puts FIRST.bet in front of operators serious about competing in sports.

Ashley Lang, CEO of Pragmatic Solutions, commented: "Sportsbook remains a core component of the product offering for many operators." He highlighted that flexibility, compliance, and speed to market are crucial in regulated markets, and that FIRST.bet brings a strong, modular sportsbook product with proven in-play and engagement features.

Key features and technology

Two elements distinguish FIRST.bet's stack: an open API called SportOS that allows operators to build and customise their own betting products on top of the engine, and GMFY, a dedicated sportsbook gamification engine that embeds engagement and retention into the betting experience. These are complemented by standard features such as Bet Builder, Player Props, Cash Out, Early Payout, ACCA Promotions, Fast Markets, and SnapBet. FIRST.bet also provides full managed services covering trading, risk, and operational expertise.

The company supports a global partner network handling millions of daily transactions across Latin America, Europe, and Africa.

Awards and recognition

FIRST.bet was named Sportsbook Supplier of the Year at the SBC Awards 2025, as well as at the EGR LATAM Awards 2025 and 2026, and took Best Sportsbook Provider at BiS SiGMA South America 2026. Pragmatic Solutions won Full-Service Platform of the Year at the EGR B2B Awards 2026.