Altenar, a sportsbook software provider, explores how sports betting software has enhanced the U.K.-based iGaming space, how its modern history has influenced the culture of sports betting fans, and how the now-perceived leisure activity of sports betting has sparked the rise of tier-one software providers.
Having operated, built for, and succeeded within the U.K. sports betting software industry, Altenar has valuable insights into how this iGaming space functions. Access to online sportsbook software increases entertainment value for players, supports responsible gaming tools, and can boost player retention rates.
U.K. players appreciate both in-person and online play. Sportsbook software providers must deliver a cohesive experience that adapts to this evolving player base. Altenar’s sports betting software meets that need and is available across terminals, desktops, and mobile platforms globally.
Through the use of innovative features and advancing technologies, Altenar has enhanced the iGaming space in the U.K. and is committed to continuing that success.
A Brief Modern History of Sports Betting Software in the U.K.
The U.K. has a long-standing relationship with sports betting, dating back before its modern history. As a result, players were well-prepared for the increased access, content, and options that online betting introduced in the early 1990s.
Sports betting software providers like Altenar anticipated this shift and developed sportsbook software with a mobile-first approach, ensuring flexibility and reliability as key principles.
Below are some key moments from the U.K. betting market that highlight the incredible adaptability of sportsbook software providers.
As Altenar looks to the future, it’s clear that the U.K. sports betting industry is filled with global success stories, like Altenar, that continue to push technological innovation in iGaming.
Regulations in the U.K. Sports Betting & iGaming Market | Altenar & You
As an ISO 27001-certified sportsbook solution provider, Altenar understands the importance of regulation in gaming and how regulatory requirements help elevate the entertainment value of sports betting and iGaming.
So, what does an iGaming business need to operate and thrive in the U.K.’s betting market?
Legislation introduced in April 2017—the Gambling (Operating Licence and Single-Machine Permit Fees) Regulations 2017 (SI No 303, 2017)—created B2B-specific “host” subcategories:
- Casinos (game host)
- Bingo (game host)
- General betting (host) – real events
- General betting (host) – virtual events
However, these licenses require:
- holding a gambling software operating license
- not contracting directly with players
The U.K. Gambling Commission (UKGC) regulates the following games of chance:
- Betting (live, in-play, fixed-odds, pari-mutuel, exchanges, intermediaries)
- Bingo
- Casino
- Fantasy sports
- Gaming machines
- Gambling software
- Lotteries
- Poker
Additionally, sports betting operators may need several types of licenses, such as:
- Non-remote general betting standard operating license
- Non-remote general betting limited operating license
- Remote general betting standard – real events license
- Remote general betting standard – virtual events license
- Remote betting host – real events license
- Remote betting host – virtual events license
- Remote general betting limited license
Several regulatory efforts also help prevent and report match-fixing. The Sports Betting Intelligence Unit (SBIU) within the Gambling Commission monitors such behavior. As an IBIA member, Altenar is actively working to keep betting fair and transparent.
Altenar as One of the U.K.’s Sports Betting Software Providers
In light of the U.K.’s sports betting history, it’s important to examine how Altenar—and early entrants to the iGaming industry—have succeeded in a fast-growing and competitive market.
U.K. operators and players benefit from multiple data providers, reduced latency, rich content libraries, 24/7 customer support, and sportsbook software built for specialized markets. Plus, a wide range of betting markets, features, odds, and more. You can explore Altenar’s full offering by contacting the award-winning team today!
