Aggregator Alea Adds Sportsbook Vertical Through FIRST.bet Deal

Casino game aggregator Alea has selected FIRST.bet as its exclusive sportsbook technology partner, adding a sportsbook vertical to its product lineup for the first time. The partnership announced on September 7, 2026 gives operators in Alea’s network access to FIRST.bet’s sportsbook technology as the aggregator continues to expand beyond game aggregation.

Under the agreement, operators working with Alea will be able to access FIRST.bet’s sportsbook as part of the company’s wider product offering. Alea opted for a single sportsbook provider across its network rather than working with several suppliers.

Sportsbook Joins Alea’s Product Lineup

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.

The partnership follows growing demand from Alea’s operator network for sportsbook alongside casino content, according to the announcement. Alea chose a single partner able to match the reliability of its existing aggregation platform, with FIRST.bet’s technology and trading expertise making it the fit and operator demand setting the timing, the companies said.

Alexandre Tomic, founder of Alea, said casino and sportsbook already sit side by side for many operators, and that the company had seen 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,” Tomic said. “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.”

FIRST.bet’s Role and Technology Focus

FIRST.bet describes itself as a 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 company said.

Tom Light, founder and CEO of FIRST.bet, pointed to the way Alea has built its platform business. “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.”

According to FIRST.bet’s product documentation, the sportsbook available to Alea’s operators includes customisable cash-out and partial cash-out rules across all sports and markets, configurable by sport, league, market or player group. The platform also carries early payout settings, built-in accumulator promotions, a bet builder supporting up to 20 same-game selections, odds boosts and zero-margin bets, player proposition markets, and fast in-play markets across football, tennis and basketball.

Alea’s Aggregation Platform

Alea’s core aggregation business connects online casinos to game content through a single integration. According to the company, the platform provides access to more than 25,000 games from 172 software providers through one API, alongside player engagement tools, centralised player data and reporting.

The aggregator’s expansion beyond game content was already underway before the sportsbook deal. Alea Pay is the company’s payment solution, which it launched in Brazil ahead of that market’s regulation, while Alea Jackpot is built to give operators control over how they create and manage engagement campaigns, according to Alea.

FIRST.bet Background

FIRST.bet provides a fully managed sportsbook engineered for speed, scale and precision across Latin America, Europe and Africa, according to the company. It was founded by former SBTech leaders and delivers sportsbook technology with a track record in regulated markets.

The company holds licences from the Malta Gaming Authority and the Swedish Gambling Authority, Spelinspektionen, and is GLI-33 certified and ISO-audited, according to its newsroom.

FIRST.bet said it was named 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. Light also received the Individual Achievement Award at the EGR Awards 2026, the company said.

Operators working with Alea can now access FIRST.bet’s sportsbook as part of the aggregator’s wider product offering. Alea will exhibit at SBC Summit Lisbon 2026 from September 29 to October 1, at Booth B213 in Hall 2, according to the company.