Content and data provider Beter will move its content distribution system internally as part of a new strategy to strengthen and expand its operator partnerships.

The basketball, MMA, eSports, table tennis and igaming content provider said it wants greater control over the distribution of its content within its network of operator partners.

Better The company said it has achieved “incredible success” in recent months and plans to strengthen its existing partnerships and work with more top brands globally.

“We have made the strategic decision to take more control over the distribution of our content,” said Gal Ehrlich, CEO of Beter. “This decision is not a reflection of the incredible work our partner has done on our behalf, but rather is an opportunity to align our sales strategies with our long-term goals.

“We are confident that by taking a more active role in distributing our content, we will be better able to deliver on our promise to provide the best possible experience for our customers and their players.”

The provider previously worked with the sports data giant Sports radar to distribute its basketball, table tennis and e-sports products. This deal expires at the end of May.

beter’s goal is to expand its list of world-class partners by taking content distribution in-house

Prior to this date, the Company’s products, including games conducted within the ESportsBattle and Setka Cup tournaments, will be available via Sportradar.

“I […] I would like to express my thanks to the Sportradar team for the incredible collaboration and teamwork we have enjoyed over the last three years,” added Ehrlich. “Throughout our partnership, our focus has always been on providing the highest quality content to operators and ultimately players, and I can say with great pride that we have achieved this.”

Beter extends e-sports partnership

In February, Beter announced that it would extend its contract with Fortuna Entertainment Group (FEG) to supply the operator with its e-sports offering. As part of the agreement, Beter will provide the operator with an esports odds feed and full coverage of esports events and tournaments.

“Working with leading operators provides us with an excellent opportunity to further advance the igaming industry with the best possible esports betting product,” Evgeniy Bekker, general manager of Beter E-Sport, said at the time.

“I am confident that our product will help FEG expand its position as a market leader while significantly increasing the quality of services it provides to its customers.”