In a landmark agreement set to reshape the B2B gaming landscape across Latin America and other regulated markets worldwide, FIRST, Light & Wonder (L&W), and OpenTag have announced a strategic global alliance. The first major operator to embrace this turnkey solution is 10Bet, which will roll out the full package across multiple jurisdictions.

The partnership brings together the unique strengths of each company:

• FIRST delivers its high-performance sportsbook, renowned for latency-free pricing, advanced risk controls, and seamless scalability, driving profitability and long-term player retention.
• Light & Wonder, a global leader in content and aggregation, contributes with its extensive casino offering. Its in-house studios, including ELK and L&W Studios, are recognized for their mathematical innovation, artistic creativity, and hit franchises such as Pirots and Huff N’ Puff. In addition, its aggregation platform provides access to an almost limitless catalog of third-party content.
• OpenTag completes the package with its integrated platform that centralizes compliance, integration, and user experience, giving operators a single point of control for sportsbook, casino, and live content.

For 10Bet, this alliance marks a major step forward. “It gives us unparalleled access to a world-class sportsbook, premium casino content, and a robust platform infrastructure. With this, we can confidently expand into new markets, ensuring consistent and high-quality experiences while strengthening our market share,” said Yuval Klein, Head of Marketing at 10Bet.

From Light & Wonder, Magdalena Podhorska Okolow, VP Commercial MD Europe, emphasized: “We are thrilled to have been chosen as the exclusive casino content provider within this top-tier turnkey package. Latin America remains a priority for us, and partnering with companies like FIRST is key to our strategy. Our aggregator will help set a new benchmark for comprehensive solutions designed for ambitious operators.”

Meanwhile, Tom Light, CEO of FIRST, highlighted the transformative potential of the collaboration: “By combining FIRST’s sportsbook excellence, L&W’s gaming and aggregation innovation, and OpenTag’s full-stack platform, we are delivering a best-in-class architecture under one unified alliance. The rapid adoption by 10Bet across multiple markets is clear proof of the demand and readiness for our turnkey proposition. This alliance ushers in a new era of B2B engagement—fast to implement, easy to deploy, and built to scale across emerging regulated markets.”