Altenar has officially entered the regulated retail space after signing a new sportsbook software deal for terminals operated by Belgian brand Golden Palace.
SBC News spoke with Antonis Karakousis, Director of Account Management and Service Delivery at Altenar, to learn more about when the deal began, how retail and online betting behaviors differ, and how Altenar tailored its solution to match the “look and feel” of the Golden Palace brand.
SBC: When was your sportsbook software first added to terminals for Golden Palace? And why is this such a milestone for Altenar?
AK: Our brand-new retail software was launched on Golden Palace terminals on September 28, starting with one gaming hall. Just a few weeks later, there are nine terminals live across three locations — Saint-Ghislain, Aubenge, and Oostende — and we aim to expand further in the near future.
One of our key goals as a B2B provider was to successfully enter the regulated retail environment — and we’re proud that Golden Palace chose Altenar for this important investment in their future.
SBC: Is the integration limited to sports betting shops, or has it also been deployed in the operator’s gaming halls or casinos?
AK: At present, the integration is limited to sports betting halls. However, the next step is to roll out our sportsbook solution to Golden Palace’s third-party partners, such as bookstores and gas stations.
The regulator permits the installation of self-service betting terminals in these locations, and we’re confident that this will strengthen Golden Palace’s nationwide presence and significantly expand their customer base.
SBC: Golden Palace is known as a leader in Belgium’s gaming hall sector, but how large is the player base when it comes to sports betting?
AK: Online traffic continues to grow month by month, and we’re confident that the new terminals will help convert traditional retail customers into online sportsbook users.
SBC: How customizable is your terminal solution for the Belgian player profile?
AK: The user interface fully aligns with Golden Palace’s brand identity. The experience is streamlined, and content is customized for the needs of local players. For example, the Jupiler Pro League consistently ranks among the most followed leagues, while local favorites such as Formula 1 and cycling are prominently featured.
SBC: What have you observed so far about player behavior in Saint-Ghislain, Aubenge, and Oostende?
AK: There is a noticeable difference between online and retail betting behaviors. In retail, pre-match and large accumulator bets are still the most popular, while online users tend to prefer live betting and single selections.
SBC: Are there behavioral differences between municipalities?
AK: It’s still too early to draw meaningful comparisons across municipalities. The sample size remains limited, but we plan to conduct more in-depth analysis in the near future.
SBC: And finally, what’s next for the Altenar and Golden Palace partnership?
AK: Altenar and Golden Palace have built a strong relationship over the years. With a shared commitment to technology and a strong work ethic, our joint goal is to position Golden Palace as the number one sports betting operator in Belgium.
