L&L Europe Limited was founded in 2013 in Malta by two iGaming professionals with over 20 years of combined industry experience.
From its founding, the company focused on building an online casino portfolio and, over the past 15 years, has grown into an operator serving more than 2 million players, with a strong UK presence and an operational base in Malta.
Today, L&L Europe manages 7 active brands, including AllBritishCasino, PubCasino, and QuickBet. Each brand has its own identity but follows a similar structure, allowing the operator to scale efficiently.
Despite this growth, one key element was missing. Until 2022, L&L Europe operated exclusively in the casino vertical and did not offer sports betting. As demand in the UK market evolved and player expectations shifted towards more complete entertainment ecosystems, the company made the strategic decision to expand into sportsbook.
In late 2022, L&L Europe signed a partnership with Altenar, starting the collaboration.
The objective was not just to launch a sportsbook, but to build one that could work seamlessly across multiple UK-facing brands. It needed to integrate easily, perform consistently, and support ongoing expansion without adding operational complexity.
L&L Europe trusted Altenar’s product and approach, allowing the partnership to grow organically. As new brands were launched, more features and tools were gradually introduced, strengthening the overall offering.
Altenar delivered a solution designed around flexibility and scalability:
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Scalable multi-brand integration across all UK-facing platforms
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Advanced widget-based frontend to improve user experience
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Promotional tools including reward campaigns and boosted odds
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Localised sports content tailored to the UK market
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Full compliance with GC, MGA, and SGA regulations
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24/7 operational support across risk management and trading
The sportsbook user base grew rapidly, increasing 4x from 2023 to 2024 and a further 3x from 2024 to today.
Between 2023 and 2026, L&L Europe shows a +312% increase in monthly GGR.
The sportsbook became more than an additional feature. It strengthened the entire product ecosystem, improving retention and creating new cross-sell opportunities across all brands.What began as a new addition to the product offering developed into a strong and lasting partnership.
