FIRST – Best in Sports, the leading integrated sportsbook technology provider, has entered a long-term partnership with Pixbet, one of Brazil’s top licensed betting operators, to power a fully localized, high-performance sportsbook offering in the newly regulated market.
Brazil’s betting industry is entering a new era. With regulation, driving transparency and innovation, operators now compete on technology, not just branding. FIRST’s entry with Pixbet marks a turning point – combining a native, LATAM-built sportsbook infrastructure with one of the country’s most iconic betting brands.
Unlike adapted European products, FIRST’s platform was designed for LATAM from the ground up – built around regional betting behaviors, payment systems, and sports culture. It features native Portuguese UX, real-time PIX integration, and dynamic odds models tuned to Brazilian football, including the Brasileirão, Copa do Brasil, and Série A–C regional leagues.
Tom Light, Founder & CEO at FIRST – Best in Sports, said:
“Pixbet isn’t just a market leader – it’s part of Brazil’s sporting DNA. Our partnership reflects a shared belief in high performance, innovation, and long-term alignment with regulation. Together, we’re setting a new standard for what the modern Brazilian sportsbook should feel like.”
This collaboration strengthens FIRST’s leadership across LATAM, where more than 35 operators already run on its technology. Known for its modular flexibility, automation speed, and measurable impact on GGR and engagement, the platform enables operators to scale efficiently while delivering a localized experience.
Diomar Tadeu Dantas, CEO at Pixbet, added:
“Our sportsbook has gained remarkable traction since integrating FIRST’s technology. We’ve seen a clear shift in player preference from casino to sports, driven by a faster, more intuitive, and fully Brazilian experience. With FIRST’s Tier 1 expertise supporting us, we’re more confident than ever in the future of Pixbet.”
Founded in Campina Grande (PB) in 2020, Pixbet is one of the most recognized brands in Brazil, known for its pioneering PIX-based payments, partnerships with over 29 football clubs, and status as “A Bet do Brasil.”
Through this alliance, FIRST and Pixbet are reinforcing a shared vision: making sports betting faster, safer, and more intuitive for millions of Brazilian users – with technology built in LATAM, for LATAM.
About FIRST – Best in Sports
FIRST – Best in Sports is the leading provider of Tier 1 sports betting solutions to operators across South America and Europe. The company powers some of the industry’s largest sportsbooks with the deepest and most comprehensive betting product portfolio, combining data, automation, and human expertise to drive volume, engagement, retention, and revenues.