7Games Taps FIRST.bet for Brazil Multi-Brand Sportsbook Launch
7Games, Betão and R7, the three brands managed by OIG Gaming Brazil Ltda., launched a sportsbook product powered by FIRST.bet’s SportOS system. The deal gives a casino-first operator group a sports betting layer with trading, pricing, live markets and risk management handled through FIRST.bet’s technology.
7Games built its own sportsbook front end on top of SportOS to keep control of design and customer-facing product flow while FIRST.bet runs the core engine behind odds, live betting and risk.
The FIRST.bet product for Brazil includes Brazilian-Portuguese language support, odds models built around national leagues, live betting tools and risk management for high-volume operators.
Fernando Oliveira Lima, Founder and CEO of 7Games, said Brazil leaves little room for slow sportsbook rollouts. “Brazil isn’t a market where you can afford slow growth — your product must hit the ground running,” Oliveira Lima said. “FIRST.bet provided us with a solution already optimized for this market, allowing us to concentrate on serving our players rather than troubleshooting underlying technology.”
Tom Light, Founder and CEO of FIRST.bet, said the setup reflects the model SportOS was built for. “With 7Games already commanding significant casino traffic, they now have a sportsbook designed to handle that scale,” Light said. “It’s their unique brand experience backed by an engine built for top-tier performance, which is exactly why we developed SportOS.”
💡TGJ Take
This deal reflects a pattern among casino-led operators in Brazil: rather than build sportsbook infrastructure internally, they buy the engine and own the front end. For FIRST.bet, a multi-brand client in Brazil is a strong reference point in a market where supplier credibility matters. For operators still on casino-only models, Brazil’s competitive betting market makes sportsbook a retention tool, not an optional add-on. Affiliates that send traffic to casino-heavy brands should check whether their partners have a credible sports product, because casino-heavy brands with sportsbook depth can compete for broader player value.
