FIRST Enters Argentina’s Regulated Sports Betting Market

FIRST Launches Sportsbook Platform in Argentina – Entry Into Newly Regulated Santa Fe Market

Key Takeaways

• FIRST has launched its sportsbook platform in Argentina through a partnership with ONDISS and City Center Online.
• The rollout follows the launch of a licensed online sports betting market by the Santa Fe Lottery.
• City Center Online is among the first .bet.ar operators granted regulated status in Santa Fe.
• Argentina’s estimated Competitive Earning Baseline stands at $1.74bn, with 180 active brands.
• FIRST is also expanding in Latin America through a separate deal with ADI Predictstreet.

FIRST Enters Argentina Through ONDISS Integration

Argentinian iGaming technology supplier ONDISS has integrated FIRST’s sportsbook platform into its offering, making the solution available to local operator City Center Online. The activation represents FIRST’s official entry into Argentina’s regulated online gambling market.

The integration combines FIRST’s sportsbook technology with City Center Online’s existing online casino platform. According to statements from the companies involved, the launch was designed to provide a sportsbook product tailored to local market conditions rather than relying solely on external feeds.

Tom Light, Founder and CEO of FIRST, stated that the company’s platform is built to meet the operational and product demands of players in Argentina. The deployment marks the first time FIRST’s sportsbook technology is live in the country under a regulated framework.

Santa Fe Lottery Launches Licensed Online Betting Market

The timing of the rollout coincides with regulatory developments in the province of Santa Fe. The Santa Fe Lottery recently launched a licensed online sports betting market, opening the door for operators to obtain official status under provincial regulation.

City Center Online is among the first operators using the .bet.ar domain to be granted regulated status in Santa Fe. The company operates in compliance with responsible gambling standards required by the provincial authority. This regulatory approval enables City Center Online to legally offer online sports betting products within the province’s framework.

For users evaluating platforms in Argentina, the regulated status of operators is a central factor. Provincial licensing confirms that operators meet specific compliance and responsible gambling requirements set by the local authority.

Market Size and Competitive Landscape in Argentina

Argentina is described as one of Latin America’s fastest growing licensed gambling jurisdictions. Market analysis data from Blask estimates the country’s Competitive Earning Baseline at $1.74bn, equivalent to £1.3bn. The same data indicates that 180 brands are currently active in the market.

The presence of 180 active brands highlights the level of competition within Argentina’s regulated environment. For technology providers such as FIRST and platform integrators like ONDISS, differentiation through product features, speed, and operational control is positioned as a key factor in gaining market share.

Facundo Giorgi, Chief Executive Officer of ONDISS, stated that the integration of FIRST expands the technological options available to its operator partners. He also described the partnership as part of ONDISS’s broader strategy to position itself as a gateway for international suppliers seeking entry into regulated Latin American markets.

Part of a Broader Latin American Expansion Strategy

The Argentina launch forms part of FIRST’s wider activity in Latin America. Ahead of the World Cup, the company expanded through a separate agreement with ADI Predictstreet. ADI Predictstreet became FIFA’s first official prediction markets partner after securing a license in Gibraltar earlier this year.

While the Argentina rollout is focused on regulated sportsbook operations in Santa Fe, the ADI Predictstreet partnership reflects FIRST’s involvement in prediction markets tied to major sporting events. The two developments indicate parallel expansion tracks: one in provincial regulated sports betting and another in officially licensed prediction market activities.

For international users following platform developments, these moves show how suppliers are entering regulated jurisdictions through local partnerships and licensing arrangements rather than operating independently.

What This Means for Regulated Operators and Users

The launch of FIRST’s sportsbook platform through ONDISS and City Center Online demonstrates how technology providers access regulated markets via established local partners. In this case, the entry was facilitated by ONDISS as a domestic supplier and aligned with the regulatory framework introduced by the Santa Fe Lottery.

For operators, such integrations can expand sportsbook capabilities while maintaining compliance with provincial standards. For users in Santa Fe, the availability of licensed .bet.ar operators means that sportsbook services are offered under an officially recognized regulatory structure.

With 180 brands already active in Argentina and a Competitive Earning Baseline estimated at $1.74bn, the market presents significant scale. The entry of additional technology providers such as FIRST adds to the competitive environment within the licensed ecosystem.

Our Assessment

FIRST’s launch in Argentina marks its formal entry into a regulated provincial betting market through a partnership with ONDISS and City Center Online. The activation follows the Santa Fe Lottery’s introduction of licensed online sports betting and places FIRST within a market estimated at $1.74bn in Competitive Earning Baseline with 180 active brands. The development forms part of the company’s broader Latin American expansion, which also includes cooperation with ADI Predictstreet under a Gibraltar license.