Altenar, the sportsbook software provider, knows that for a lot of the sports betting industry, the main focus has to be on user experience, and how that experience drives long-term player retention and acquisition. As the industry continues to expand globally, access for every type of bettor has become essential. Some who prefer in-land terminals or sports betting kiosks and online betting, which has seen a drastic increase in popularity over the last few years.
What once looked like two competing channels is now recognised as complementary technologies sharing the same betting ecosystem. Retail terminals and online sportsbooks no longer compete for attention. In many ways, they reinforce each other. A modern operator’s growth sometimes depends on the ability to connect online and terminal betting together, offering players flexibility without compromising technology or brand identity.
With Altenar’s retail and online solutions, that connection is not theoretical. It’s built into the architecture. Operators can expand into physical locations or strengthen existing shops with the same back-office, reporting, and risk tools that power their online sportsbook. So in practical reality, it’s not a question of terminals vs online betting, but rather, a look at how the two can work together for the best experience for players.
A Unified Approach to Retail and Online Play
Achieving full-market penetration doesn’t have to be a compromise on technology or your online brand. With existing systems, an operator is able to seamlessly connect online and terminal betting together, which promotes greater market penetration.
In today’s environment, bettors expect to move easily between retail and digital experiences. Some still prefer the familiar atmosphere of an in-shop terminal or cashier, where betting feels tangible and social. Others favour the immediacy of mobile and desktop play, with quick deposits, live odds, and personal betting history all in one place.
With the right tech stack, both groups can overlap. Many of the same players who enjoy retail betting also bet online, depending on convenience, connectivity, or even their mood. This is where Altenar’s technology stands out by bridging these audiences with shared data, risk control, and account infrastructure that unify the operator’s brand across every channel.
Instead of asking ‘which is better’, operators can now treat them as equal parts of one system that extends reach, strengthens loyalty, and delivers consistent experiences wherever players choose to bet.
Understanding the Retail Advantage
For all the growth seen in online betting, the in-shop experience still holds enormous value. The ability to place a bet in person and to see odds displayed, interact with staff, or use a self-service terminal for convenience continues to attract millions of bettors worldwide. There is no escaping the fact that the tradition of heading to the bookmakers to place a bet is still the preferred method of sports betting for many players across the globe.
Cashier System – Where Tradition Meets Technology
In these scenarios, retail operations can be managed using Altenar’s sportsbook and Altenar Gaming Platform back-office tools, which can monitor real-time performance, bet placement and financial activity. Today, those same tools have evolved into a modern cashier system that gives operators complete visibility across every retail location. Altenar’s cashier software system allows in-shop staff to place bets on behalf of players, manage wallets in real time, and redeem winning tickets quickly and securely.
Operators can configure multi-level access hierarchies, from owners to agents, cashiers, and players, ensuring full control over permissions, reporting, and financial accountability. Furthermore, real-time dashboards track deposits, withdrawals, and betting volume, while integrated reporting tools enhance the efficiency of compliance and reconciliation.
With Fast Codes functionality, cashiers can process bets instantly by using event or market identifiers, thereby maintaining speed during high-traffic periods. Features such as bet reservation and short-code tickets also enable players to prepare slips on their phones before confirming them in person, which ultimately merges the ease of online betting with the trust of retail betting.
Self-Service Betting Terminals (SSBTs)
For bettors who prefer independence, Altenar’s self-service betting terminal software delivers the same sportsbook experience in a hands-on, intuitive format. The terminal, featuring a high-definition touchscreen and a Microsoft Windows-native application, allows players to deposit money, place bets, print tickets, and track their bet status all without staff intervention.
Each betting kiosk can be customised to match the operator’s brand identity. Marketing content, sportsbook views, and promotional banners can be managed remotely through Altenar’s CMS. Meanwhile, 24/7 device monitoring and over-the-air software updates minimise downtime and simplify maintenance. Terminals also include secure payment modules with over 200 payment methods, hardware alarms, and multilingual support, allowing operators to reach broader audiences in different regions.
Because they can be installed in a wide variety of locations, in-land buildings, pubs and different institutions, etc., terminals (sports betting kiosks) extend brand presence into new environments, combining the reliability of retail infrastructure with the agility of digital systems.
How Online Betting Drives Reach and Retention
As the industry grows globally, it’s important to allow access to all types of bettors, and online betting has become the fastest-moving part of that expansion. It enables operators to reach new audiences, deliver instant updates, and offer thousands of live events every day without physical constraints.
For operators, the online sportsbook is more than a digital storefront. It’s a continuous engagement channel. Altenar’s online solution offers shared wallets, real-time risk management, live odds feeds, and comprehensive reporting, all accessible through a single, unified back office. Players can access the same account, markets, and promotions from their phone, tablet, or computer, maintaining familiarity wherever they wager.
When integrated with Altenar’s retail systems, the online sportsbook becomes part of a single operational flow. Player data, transaction history, and bonus activity align across channels, giving operators complete visibility into behaviour and spend. That consistency helps retain customers who move between online and retail environments, offering them a unified brand experience built on concrete factors such as reliability, personalisation, and trust.
Convergence in Action
Operators increasingly look for systems that don’t divide their retail and online operations but merge them into one coherent structure. Instead of managing separate operational entities, Altenar’s system architecture brings everything, from cashier transactions and self-service terminals to mobile and online betting, under a shared operational system.
This convergence happens behind the scenes through the Altenar Gaming Platform, where reporting, risk management, promotions, and player accounts all connect in real time. The result is a fully synchronised operation where updates, offers, and data flow both ways. A player’s retail bet can appear in the same account history as their online wagers, and promotional changes made in the CMS can be applied instantly to terminals across multiple locations.
To clarify this relationship, here’s how each channel complements the other and how Altenar’s system integrates them:
| Aspect | Retail (Cashier/Terminal) | Online Sportsbook | Integration Benefit |
|---|---|---|---|
| Player Access | Walk-in betting, cash transactions | Account-based play, remote access | Shared wallet and player ID link both experiences |
| Promotions | In-shop displays and printed slips | Personalised digital offers | Unified CMS for real-time campaign management |
| Operations | Staff- or terminal-led | Automated digital | Shared reporting and financial tracking |
| Maintenance | OTA Betting terminal software updates | Centralised platform management | One back office for both |
| Compliance & Reporting | Local audit trail | Central data records | Unified reports across channels |
Greater Market Penetration and Brand Awareness with Altenar
Creating an adaptable terminal that’s not only accessible but has state-of-the-art sports betting technology offers a synergy between online and offline betting. The same framework that powers Altenar’s online sportsbook also drives its retail products, meaning every operator can extend reach without managing separate systems.
Branding is one of the most important aspects of modern life, and in the world of sports betting, visibility translates directly into trust. Altenar’s retail solutions help operators bring their brand to life through every device. From cashier screens to self-service terminals, each is fully customisable with logos, colour schemes, and marketing content managed remotely through a central CMS.
Because terminals can be placed anywhere you’d like for greater impact, operators can enter new spaces, like bars, casinos, stadiums, or small local venues, building recognition in communities where online betting alone might not reach. This physical presence strengthens the emotional link between bettors and the brand while encouraging a natural transition from in-shop to online engagement.
For new operators, it’s a strategic way to build visibility. For established platforms, it’s a way to reinforce presence in competitive markets. Altenar’s tools combine the flexibility of digital marketing with the credibility of face-to-face betting, creating greater brand awareness and deeper market penetration through unified technology and consistent presentation.
Why Choose Altenar for Retail and Online Integration
Behind Altenar’s sportsbook technology is an operation built on scale, certification, and trust. The company’s retail and online systems are now active in dozens of regulated markets, with thousands of self-service betting terminals (SSBTs) and cashier deployments worldwide, from established European markets to emerging retail spaces across Latin America, Africa, and Asia.
Each installation benefits from Altenar’s central infrastructure, supported by data centres, global monitoring coverage, and around-the-clock technical support. Moreover, every solution is engineered to meet local regulatory demands, backed by a portfolio of certifications and approvals across major jurisdictions, including ISO/IEC standards and region-specific gaming authority licensing.
But Altenar’s defining strength lies in the calibre of its partnerships. The company collaborates with some of the world’s most recognised operators and national lotteries, consistently delivering reliability, compliance and operational efficiency at scale. Recent honours, such as the ‘Sportsbook Supplier of the Year 2024’ at the SBC Awards Latinoamérica and the ‘Best Online Sportsbook Provider 2025’ at the SiGMA Awards Americas, underline Altenar’s recognised leadership across regulated markets.
This proven track record gives new operators the confidence to expand, knowing they’re building on technology already powering top-tier brands.
With Altenar, the convergence of retail and online betting isn’t an experiment. It’s an established, globally-deployed reality supported by a company with years of experience, regulatory insight, and a reputation for dependable delivery.
Discover how Altenar connects retail and online betting into one integrated solution. Request a demo or contact our team for more information today.
