When Rootz decided to expand beyond its casino-first model, the challenge was clear: how to successfully launch a sportsbook across multiple global markets without disrupting an already successful player experience?
Known for its flagship brand Wildz, award-winning iGaming operator Rootz had built a strong reputation in online casino gaming. In 2024, the business identified a major growth opportunity - adding a sportsbook vertical to serve players across North America, the Nordics, and New Zealand.
The problem? Launching a sportsbook is rarely simple.
It requires technical stability, operational flexibility, strong margin control, and the ability to create meaningful engagement in highly competitive markets. Rootz needed a partner that could deliver speed to market while preserving the brand identity and premium experience players already expected - and chose Altenar as its sportsbook provider.
Altenar provided a fully customisable sportsbook solution designed to integrate seamlessly into the Wildz ecosystem. Rather than a standard plug-and-play product, the collaboration focused on tailoring the sportsbook experience for Rootz’s audience. This included:
-
A custom ‘Bet of the Day’ feature that quickly became a standout USP
-
Bet Builder functionality for deeper player engagement
-
Cash-out options and daily streaming content to improve retention
-
Tailored bet boosts to drive acquisition and reactivation
Importantly, Altenar’s onboarding process turned what is typically a complex implementation into a structured and manageable rollout, allowing Rootz to scale with confidence.
To support Rootz’s ambition of becoming a top-tier operator in the Nordics, Altenar did not just provide a platform but actively invested in the region. Dedicated Nordic trading specialists and regional experts were brought in to ensure the localised offering, odds, and player experience were perfectly tuned for the unique demands of the region.
The impact was immediate. Player engagement surged around major sporting events including the NHL, NBA, NFL, Europe’s top football leagues, and local competitions. Cross-sell from Rootz’s casino vertical increased significantly, helping turn existing casino players into sportsbook users.
The business saw:
-
Consistent high-volume turnover: Steady, multi-million euro betting volumes month over month.
-
Highly profitable yields: Sportsbook margins consistently hitting double digits.
-
Surges in acquisition and activity: During peak sporting periods, Unique Active Players increased by over 100% within a two-month span, and new customer acquisition spiked by nearly 150% month-over-month.
With the platform's stability proven, the partnership is now focusing on advanced player segmentation and preparing for a massive strategic push into the newly-regulated Finnish market in 2027, with the shared ambition of making Rootz the third largest operator in the region.
