FIRST – Best in Sports is developing a multi-partner model built around Pixbet, Light & Wonder, and Genius Sports, with CEO Tom Light describing the trio as the structure supporting the company’s push into regulated markets while its award momentum continues through 2025.
Light was included in the 40 Under 40 list, while FIRST collected several industry awards: Sportsbook Platform of the Year at the SBC Awards, Sports Betting Supplier of the Year at the 5 Star Starlet Awards, Client Satisfaction of the Year at the AffPapa iGaming Awards LATAM, Sportsbook of the Year at CGS Recife, and Sportsbook Supplier of the Year at the EGR LATAM Awards. The company also secured a Swedish B2B license and is preparing 10 additional license applications across regulated jurisdictions.Light said his recent recognition is tied to the company’s current trajectory. “It’s an honor, but more than anything, it reflects the journey we’re on with FIRST. Recognition like this is never about one individual. It represents the belief and hard work of a team that took an idea and turned it into something with real impact in global sports betting,” he said.
FIRST’s sportsbook presence in Brazil continues to expand, with more than 35 operators currently active. “Brazil isn’t a market we adapted to it’s a market we built around,” Light said. “From the beginning, our sportsbook has been designed with Brazil at the core. We don’t just support Pix; we’re engineered around Pix. We don’t just translate; we align the entire UX with how Brazilians bet, navigate mobile, and interact with odds.”
Light added that each market receives its own development roadmap. “Our approach is LATAM-first, not Europe-adjusted,” he said. “Every market we enter – Brazil, Peru, Mexico, Argentina – gets its own local roadmap. Across the board, we use behavioral data and AI to personalise recommendations – not just at the account level, but down to the region.”
The company operates with more than 500 employees worldwide and reports 99.99% uptime supported by GLI-33 certification and ISO audits.
“It’s about pairing serious technology with sharp local insight,” Light said. “We process millions of transactions per day, with elasticity that handles everything from the World Cup to local derby weekends.”
He added that FIRST’s integration framework is built to simplify transitions for operators. “Migration used to be painful in this industry. We’ve changed that,” he said. “Whether an operator wants a full front-end overhaul or to plug into just our odds, trading, or cashier – we support it.”
Light said the company intends to maintain its position in Brazil. “In Brazil, our goal is simple: remain the dominant sportsbook partner – not by volume alone, but by quality and longevity,” he said.
He said FIRST will extend its personalization engine, introduce additional modular components including GMFY, and continue the rollout of its NEXLVL content layer into 2026.
Original article: https://www.yogonet.com/international/news/2025/12/12/116754-first-builds-multipartner-framework-for-regulated-markets
