Alea partners with FIRST to add sportsbook to its growing product offering

The partnership gives Alea operators access to FIRST’s established sportsbook technology as the company continues to expand beyond game aggregation.

Press release.- Alea has partnered with sportsbook technology provider FIRST to add sportsbook to its growing product offering.

FIRST is an established sportsbook provider combining tier-one technology and expertise with a more accessible commercial model. 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 becoming the latest addition.

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 is a tier-one sportsbook 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 of 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.