Atlaslive Adds FIRST.bet Tier-1 Sportsbook for LatAm Operators

Atlaslive has integrated FIRST.bet's Tier-1 sportsbook platform into its iGaming ecosystem, expanding the sportsbook options available to operators using the Atlaslive platform. The partnership prioritizes Brazil and Latin America, where FIRST.bet has built an established track record powering regulated operators under Brazil's Law 14.790/2023, the federal sports betting framework that took effect in January 2025.

FIRST.bet was founded by former SBTech executives and holds licenses from the Malta Gaming Authority and the Swedish Gambling Authority. The product is GLI-33 certified and ISO-audited, meeting the compliance requirements of Brazil's regulated environment. The company has won Sportsbook Supplier of the Year at both the SBC Awards 2025 and the EGR LATAM Awards 2025, Best Sportsbook Provider at BiS SiGMA South America 2026, and Sports Betting Supplier of the Year at the EGR B2B Awards 2026.

• Brazil GGR (2025): $7 billion across licensed operators, per iGaming Business reporting on official SPA (Secretaria de Premios e Apostas) data
• FIRST.bet regulation: Licensed by Malta Gaming Authority and Swedish Gambling Authority; GLI-33 certified and ISO-audited
• FIRST.bet leadership expansion: Ian Bradley, former SVP at DraftKings, joined as co-CEO alongside founder Tom Light in June 2026 (SBC News)

What Does the Partnership Between Atlaslive and FIRST.bet Involve?

Atlaslive has added FIRST.bet's full sportsbook product to the range of sportsbook solutions available through its platform. Operators using the Atlaslive ecosystem can now integrate FIRST.bet's technology, gaining access to Bet Builder, Fast Markets for real-time in-play engagement, and Player Props offerings. The deal follows a similar June 2026 integration by Atlaslive of Altenar's sportsbook platform, a pattern of adding complementary sportsbook providers to give operators genuine choice rather than a single-supplier mandate.

Why Is FIRST.bet's Brazil Experience Significant?

Brazil's regulated online sports betting market generated $7 billion in gross gaming revenue across licensed operators in 2025, making it the world's largest newly regulated betting market by GGR in its launch year. Operators and suppliers active in Brazil during its federal regulation rollout under Law 14.790/2023 were subject to extremely high concurrent traffic volumes, particularly around major football events and the 2026 FIFA World Cup. Technology that maintained stability and player experience under those conditions carries genuine credibility in Latin American markets.

Tom Light, Founder and CEO of FIRST.bet, described the Brazilian market's demands directly: "Brazil is the most demanding sportsbook market in the world right now, and operators there need technology that has already proven itself under real conditions. Our product has already been stress-tested under exactly those conditions, powering some of the country's largest brands at full traffic. The World Cup showed exactly why that track record matters: it is the difference between holding players through a peak event and losing them."

What Sportsbook Products Does FIRST.bet Offer?

FIRST.bet provides a fully managed, high-performance sportsbook platform rather than a raw data feed or white-label betting engine. The core product includes Bet Builder for combining selections within matches, Fast Markets for short-duration in-play markets that target high-frequency bettors, and Player Props for individual player performance markets. The platform is designed to handle the betting patterns and traffic profiles common in LatAm markets, where football is the dominant sport and live betting volumes are substantially higher relative to pre-match than in Western Europe.

Who Is FIRST.bet and Who Runs the Company?

FIRST.bet was founded by Tom Light and senior alumni from SBTech, the sportsbook technology company acquired by Golden Nugget Online Gaming and later folded into DraftKings in 2021. The leadership team brought direct experience building sportsbook infrastructure at scale, which shaped FIRST.bet's technical architecture from its founding.

In June 2026, FIRST.bet expanded its leadership by appointing Ian Bradley, a former Senior Vice President at DraftKings, as co-CEO alongside Light. Bradley's background in operating one of the largest US sportsbooks adds a North American regulatory and scaling dimension to FIRST.bet's management bench. Light was named to the iGaming 40 Under 40 list in July 2026 and received the Individual Achievement Award at the EGR Awards 2026, reflecting the market's recognition of the company's rapid growth.

What Is Atlaslive and Why Is This Partnership Relevant?

Atlaslive is a B2B iGaming platform provider that offers operators a modular ecosystem of casino, sportsbook, and payments integrations, primarily targeting LatAm and emerging European markets. Rather than mandating a single sportsbook supplier, Atlaslive's model allows operators to select from a range of integrated partners, giving smaller and mid-market operators access to technology they could not build independently. The FIRST.bet integration is the second sportsbook addition Atlaslive has announced in 2026 following the Altenar integration in June, suggesting the company is actively broadening its sportsbook options as more operators enter Brazil's now-regulated market.

"Bringing FIRST.bet to our ecosystem strengthens the sportsbook capabilities available to operators, backed by a strong track record in Brazil. That is the kind of flexibility and performance that matters in a market this competitive."

Mykola Vernydub, COO, Atlaslive

How Does FIRST.bet Compare to Other Sportsbook Suppliers Active in Brazil?

Supplier	Key Credential	Brazil Market Presence
FIRST.bet	SBC Sportsbook Supplier of the Year 2025, EGR B2B 2026	Active, stress-tested at World Cup 2026 traffic levels
Altenar	Integrated with Atlaslive June 2026	Active in Brazil under Law 14.790/2023
Kambi	Publicly listed, long-standing Tier-1 provider	Active across multiple LatAm operators
Sportradar (MTS)	Global data and managed trading	Active, supplying managed trading services

What Does This Deal Mean for Operators Using the Atlaslive Platform?

Operators on the Atlaslive platform in Brazil and across LatAm gain the option to switch to or integrate FIRST.bet's sportsbook without leaving the Atlaslive ecosystem. For operators launching in Brazil in 2026 under the federal licensing regime, selecting a sportsbook provider with demonstrated performance under Brazilian live-traffic conditions reduces technology risk at launch. The alternative, integrating an unproven sportsbook in a high-volume, high-scrutiny regulated market, carries meaningful commercial and compliance exposure. The FIRST.bet option gives Atlaslive clients a technically credentialed sportsbook choice that can also serve European and African markets, broadening the geographic applicability of the integration beyond LatAm.

What Is Brazil's Regulatory Framework for Sports Betting?

Brazil's federal sports betting regulation was established under Law 14.790/2023, signed into law in December 2023 and implemented through 2024 and 2025. The Secretaria de Premios e Apostas (SPA) oversees licensing and compliance. Operators are required to hold a Brazilian federal license to offer fixed-odds sports betting legally and must comply with responsible gambling requirements, marketing standards, and financial reporting obligations. The market went fully live for licensed operators in January 2025 and generated $7 billion in GGR in its first full regulated year, well ahead of initial projections and making Brazil one of the five largest regulated sports betting markets worldwide by revenue.

What Comes Next for Atlaslive and FIRST.bet?

Neither company disclosed commercial terms or a specific rollout timeline for the first Atlaslive operators to go live on FIRST.bet technology. Given the pace of operator licensing in Brazil throughout 2025 and 2026, demand for certified sportsbook integrations remains high. Atlaslive's dual sportsbook additions in quick succession, Altenar in June and now FIRST.bet in July, position it to serve operators with different requirements: established European-heritage suppliers versus newer LatAm-specialized technology. FIRST.bet's co-CEO appointment of Ian Bradley in June 2026 also points to a leadership team preparing for a broader expansion push, potentially including the United States market where Bradley brings direct operating experience from his DraftKings tenure.

The partnership was first reported by iGaming Future on July 24, 2026. Brazil GGR data was reported by iGaming Business. Ian Bradley's appointment was covered by SBC News in June 2026.

Updated July 2026

Frequently Asked Questions

What is FIRST.bet?

FIRST.bet is a Tier-1 sportsbook technology provider founded by former SBTech executives. It is licensed by the Malta Gaming Authority and Swedish Gambling Authority, GLI-33 certified, and has won multiple Sportsbook Supplier of the Year awards in 2025 and 2026.

What is Atlaslive?

Atlaslive is a B2B iGaming platform provider offering casino, sportsbook, and payments integrations for operators in Latin America and other emerging markets.

What markets does this partnership cover?

The partnership focuses primarily on Brazil and Latin America, with additional coverage of operators in Europe and Africa where FIRST.bet holds regulatory licenses.

How large is Brazil's sports betting market?

Brazil's licensed sports betting market generated $7 billion in gross gaming revenue in 2025, its first full year of federal regulation under Law 14.790/2023, making it one of the five largest regulated sports betting markets in the world by revenue.

Who is Tom Light?

Tom Light is the Founder and CEO of FIRST.bet, a co-founder background in SBTech. He received the Individual Achievement Award at the EGR Awards 2026 and was named to the iGaming 40 Under 40 list in July 2026.

Who is Ian Bradley at FIRST.bet?

Ian Bradley is a former Senior Vice President at DraftKings who joined FIRST.bet as co-CEO in June 2026, bringing North American sportsbook operating experience to FIRST.bet's leadership team.