A one-year takeover told by founder Tom Light in this exclusive Q&A.

In just twelve months, FIRST – Best in Sports has gone from a bold newcomer to a dominant force in B2B sports betting. Now the leading sportsbook supplier in Brazil – signed more than 50% of the operators in the market, and globally, we are integrated into over 100 iGaming platforms, and live in seven regulated markets, FIRST isn’t just making waves, it’s rewriting the supplier playbook. Founder Tom Light sits down with 5 Star iGaming Media to explain how a gamified, Tier-1 product turned FIRST into the sportsbook partner every operator now wants.

Tom, FIRST launched only a year ago. How did you scale so fast in such a competitive space?

We didn’t waste time. Most B2B sportsbooks grow by chasing one client at a time. We did the opposite, we built for scale from day one. We invested heavily in a true Tier-1 product with an in-house team of more than 250 traders, engineers, and sports analysts. Then we pre-integrated into almost every major PAM and platform we could. When the market was ready, we were already there. That’s why we didn’t scale “fast”, we were just first.

What’s the main problem FIRST set out to solve?

B2B sportsbooks have always been second-tier. Operators were forced to choose between outdated platforms or basic feeds pretending to be products. FIRST was built to give every operator, big or small, the same tech edge as a B2C giant. We brought the performance, depth, and flexibility of a top-tier sportsbook, but packaged it so it could plug into any platform in days, not months. 

We also offer the ability to operate and profit on very low margins, giving smaller B2C brands a real chance to compete with the industry giants.

More importantly, we became the best solution for casino-first brands. They finally have access to a serious sportsbook that boosts their entire business. A strong sportsbook doesn’t just drive betting revenue. It attracts engaged players who later become high-value casino users. That crossover impact is where we deliver real growth.

Brazil has been your breakout market. Why did it click so well there?

We treated Brazil as a strategic priority, not an experiment. While others waited for the perfect moment, we got certified early, localized aggressively, and built strong partnerships on the ground. Today, we’re the leading sportsbook supplier in Brazil, and not just in volume, but in quality. Operators there want more than feeds; they want control, data, engagement and personalization. We give them all of that out of the box.

What does it mean to be “the most integrated sportsbook in the world”?

It means we’re available in more places than anyone else. As of today, over 100 iGaming platforms and PAMs have FIRST natively integrated. That includes everything from major turnkey casino platforms to wallet providers to white-label ecosystems. When a new operator signs up with any of those platforms, they can activate FIRST instantly, no extra dev work. That’s how we scaled in seven markets in a year.

How did you secure so many integrations so quickly?

We weren’t afraid to invest early. While most suppliers wait for client demand to justify integration work, we flipped the model. We integrated first. We reached out to platforms before they asked. We did the work, got live, and let the product speak for itself. That proactive mindset made us the default sportsbook option in dozens of ecosystems.

You also signed a landmark partnership with Genius Sports. What makes it unique?

It wasn’t just about data. Genius recognized what we were building, something serious, scalable, and fast-moving. The partnership goes beyond supply; they actively recommend us to operators now. When a brand needs a sportsbook to plug into Genius data or streaming, they push FIRST. That kind of endorsement from a NYSE-listed company in our first year? Unheard of.

What makes FIRST’s product Tier-1, technically speaking?

It’s a mix of scale and control. Our trading team manages 24/7 coverage across all sports and markets, with proprietary risk management per operator. We don’t do copy-paste odds. Every brand can have a tailored setup, custom margins, pricing logic, event control, bonus engines. On the frontend, we’re lightning fast, UX-optimized, and fully responsive. Basically, we deliver the same level of control and experience that top 10 operators build in-house.

Let’s talk gamification. Everyone talks about it, but what have you actually done?

We built a loyalty engine that doesn’t rely on bonuses. Inspired by mobile gaming, think Candy Crush or Duolingo, our system rewards behavior, not just spending. Bettors earn achievements, unlock levels, progress through challenges. And they love it. This isn’t a gimmick, it’s psychology. Players stay longer when they feel they’re building something. We’ve already seen uplift in retention and frequency just from these mechanics alone.

Why move away from traditional bonuses?

Because bonuses are a race to the bottom. If your only hook is money, you’re just teaching players to shop around. We wanted to build loyalty that sticks. That’s what gamification does. It makes the experience fun, personal, and habit-forming, without relying on endless promo budgets. It’s a long-term retention strategy, not a quick fix.

What have operators said about the gamified system?

They’re blown away. Most expected another points-based cashback scheme. Instead, they got a dynamic player journey layered right into the sportsbook. The feedback has been amazing, longer sessions, higher LTV, better differentiation. And the best part? It’s all configurable per operator.

How do you respond to the idea that B2B products can’t match the quality of B2C?

We proved that wrong. Our product performs like a top-tier B2C sportsbook because we built it with that DNA. The difference is we made it accessible to everyone. In that sense, we’re like Shopify for sports betting, we empower operators to launch world-class products without reinventing the wheel.

You’ve mentioned being a “Tier-1 enabler.” What does that mean to you?

It means we arm our partners with the same tools as the giants. For too long, the best sportsbook technology was locked behind the doors of a few B2C monopolies. We broke that. Now, a new or mid-tier operator can launch with FIRST and go toe-to-toe with the biggest names in the game. And in many cases, beat them.

What’s next for FIRST?

More markets, more partners, more product. We’re expanding regulatory reach, investing in AI-powered personalization, and deepening our player engagement suite. At the same time, we’re continuing to grow our global integration footprint. The goal isn’t to be everywhere, it’s to be the best wherever we are.

Final word to the industry?

We didn’t come here to play catch-up. We came to lead. FIRST is not a feed, not a template, not a white-label clone. It’s a Tier-1 sportsbook, ready today. If you’re building in sports betting and you want to win, this is the product you need.