jili tutorial

ADM Authorises Setka Cup Betting: BETER Gains Access to Italy's Regulated Market

By jili tutorial · September 23, 2026

ADM Authorises Setka Cup Betting: BETER Gains Access to Italy’s Regulated Market

Overview: A Landmark Decision for Italian Betting Operators

On 22 September 2026, Italy’s gambling regulator, the Agenzia delle Dogane e dei Monopoli (ADM), added the Setka Cup table tennis series to its official list of authorised fixed-odds betting events. This decision marks the first time that Italian-licensed operators can legally accept wagers on this exclusive table tennis product, distributed solely by BETER.

For operators and bettors alike, this development opens a new vertical in one of Europe’s most tightly controlled betting markets. The Setka Cup now joins a curated catalogue of sporting events that have undergone rigorous regulatory scrutiny, ensuring compliance with Italian law.

Italy’s Strict Betting Framework: Why ADM Authorisation Matters

A Highly Regulated Market

Italy operates one of Europe’s most stringent betting regulatory systems. Every sporting event—whether mainstream or niche—must receive explicit authorisation from the ADM before licensed operators can offer fixed-odds wagers on it. Without this listing, betting on an event is illegal.

Key characteristics of Italy’s regulated market include:

The Significance of the Setka Cup Listing

By adding Setka Cup to its authorised fixed-odds list, the ADM has effectively:

  1. Validated the integrity of the Setka Cup product and its operator, BETER
  2. Created a compliant channel for Italian operators to offer table tennis betting
  3. Expanded market choice for bettors seeking alternative sports content

The Setka Cup: What Italian Bettors Can Expect

Exclusive Table Tennis Action

The Setka Cup is a proprietary table tennis series produced and distributed exclusively by BETER. It features:

First Operator Live: bet365 Italy

Setka Cup content is already available on the Italian-facing domain of bet365, BETER’s long-term operator partner. This makes bet365 the first licensed operator to offer the product in Italy, giving early-adopter bettors immediate access.

BETER’s Broader Content Portfolio and Integrity Framework

Beyond Setka Cup: A Diverse Catalogue

BETER delivers more than 740,000 events per year across its combined esports and sports offerings:

ProductCategoryExamples
ESportsBattleEsportseFootball, eBasketball, eHockey, eTennis
Setka CupSportsTable tennis (exclusive)
BSKT CupSportsBasketball league (exclusive)

Additionally, BETER supplies pre-match and live odds for over 450 esports tournaments worldwide, including major titles such as CS2, Dota 2, League of Legends, and Valorant.

Integrity as a Core Pillar

To compete in regulated markets like Italy, operators must demonstrate robust integrity protocols. BETER addresses this through:

This multi-layered approach helps prevent match-fixing, ensures data accuracy, and maintains trust among regulators and bettors.

Executive Perspectives: Why This Move Matters

Gal Ehrlich, CEO at BETER

“Italy is one of the most important European markets for BETER and one of the most tightly regulated betting markets, so having the ADM add the Setka Cup to its list of authorised fixed-odds betting events carries real weight and further strengthens our position in the region.”

“Entering a new regulated market requires a thorough understanding of its specific legal and regulatory framework, and our team’s methodical approach is central to making that process successful. It is only through operating within each jurisdiction’s framework that sustained expansion is possible.”

These comments highlight two key themes:

  1. Regulatory credibility – Gaining ADM approval is not automatic; it signals trust and compliance.
  2. Strategic maturity – BETER prioritises long-term, compliant growth over short-term market entry.

What This Means for Italian Operators and Bettors

For Licensed Operators

For Bettors

About BETER: A Snapshot

BETER is a global provider of live streaming, real-time data, and odds for esports and sports betting content. Its proprietary portfolio includes:

The company supplies approximately 700,000 exclusive events per year, supported by a 24/7 integrity team and official data partnerships.

Conclusion

The ADM’s authorisation of the Setka Cup for fixed-odds betting is a strategic win for both BETER and the Italian regulated market. It demonstrates that niche, exclusive sports content can successfully navigate strict regulatory frameworks when backed by transparent operations and robust integrity measures. As bet365 already offers Setka Cup in Italy, other licensed operators are likely to follow—expanding choice for bettors and reinforcing Italy’s position as a model for regulated betting markets.