Alea has selected FIRST.bet as its sportsbook technology provider, bringing sportsbook to its growing product offering.

FIRST.bet is the Tier-1 sportsbook technology provider, combining established technology and expertise. Its solution focuses on localisation, trading and player engagement, enabling operators to deliver tailored sportsbook experiences across different markets.

The partnership follows growing demand from Alea’s operator network for sportsbook alongside casino content. Game aggregation remains at the heart of Alea’s business, but the company is steadily moving into a broader product offering.

That shift is already visible across Alea Jackpot, Alea Pay and its sweepstakes catalogue, with sportsbook now the newest part of that lineup, powered by FIRST.bet.

Rather than work with several sportsbook providers across its network, Alea chose a single, proven partner able to match the reliability of its existing aggregation platform. FIRST.bet’s Tier-1 technology and trading expertise made it the clear fit, and growing demand from Alea’s operator network made the timing right.

Alexandre Tomic, Founder of Alea, said: “For a lot of operators, casino and sportsbook already sit side by side, and we were seeing clear demand for the service. Players are moving between those experiences much more naturally too, so choosing the right company to build this with was important.

“FIRST.bet is the Tier-1 sportsbook technology provider, with a strong product and a lot of expertise in the space. They understand the market very well, and from the beginning we felt there was a strong fit between what they do and where we’re taking Alea.”

Tom Light, Founder and CEO, FIRST.bet, said: “Alea’s operators trust the platform for a good reason, and it shows in how deliberately the company has grown, from aggregation into jackpot and payments. Sportsbook is the next step in that story, and we’re proud FIRST.bet is the one building it with them. Their operators are getting a sportsbook built for the markets they actually operate in.”

Operators working with Alea will now be able to access FIRST.bet’s sportsbook as part of the company’s wider product offering.