FIRST.bet sportsbook enters Pragmatic PAM ecosystem

FIRST.bet has executed a key technology and commercial agreement by integrating its sportsbook platform with Pragmatic Solutions PAM systems.

Announced this morning, Pragmatic Solutions has integrated the full-services sportsbook solutions offered by FIRST.bet, that will be made available to new and upcoming customers of the Pragmatic ‘player account management (PAM)’ environment.

The agreement sees FIRST.bet become the second proprietary sportsbook platform to be integrated by Pragmatic, who first offered sportsbook solutions via a partnership with Altenar in 2023.

Led by betting and entertainment entrepreneur Tom Light, FIRST.bet has positioned itself as a challenger to conventional sportsbook suppliers, differentiating itself through managed trading services, customisable technology and proprietary engagement tools.

The deal significantly broadens the supplier’s commercial reach. Pragmatic Solutions’ PAM platform is used by a portfolio of Tier-1 operators, with publicly announced clients including LeoVegas Group, Betsson Group, Stake and DAZN Bet , alongside a growing number of regulated brands across Europe and Latin America.

Tom Light , Founder and Chief Executive Officer of FIRST.bet, said: “ This is a major step for FIRST.bet. Operators don’t need another basic sportsbook connection – they need real trading depth, product innovation and managed execution that moves the business.

“That’s exactly where we focus: a sportsbook engineered to perform, run by a team that owns the result. Being available through Pragmatic Solutions puts that in front of operators who are serious about competing in sports.”

The integration enables those operators, and future Pragmatic customers, to deploy FIRST.bet’s sportsbook through an established API-driven platform.

Operators will gain access to FIRST.bet’s complete sportsbook stack, including its trading engine, managed risk services and proprietary SportOS API, which allows operators to build bespoke betting products on top of the sportsbook.

FIRST.bet will offer its full sportsbook package including the GMFY gamification engine, together with Bet Builder, Player Props, Cash Out, Early Payout, ACCA Promotions, Fast Markets and SnapBet.

Ashley Lang , CEO of Pragmatic Solutions , added: “ Sportsbook remains a core component of the product offering for many operators, particularly in regulated markets where flexibility, compliance, and speed to market are important. FIRST.bet brings a strong sportsbook product to our platform ecosystem, giving operators access to a modular product with proven in-play and player engagement capabilities.”

For FIRST.bet, the partnership extends its distribution through one of the sector’s best-established PAM providers, while Pragmatic Solutions strengthens its sportsbook ecosystem by expanding operator choice with a second premium sportsbook integration.