It’s certainly been an exciting six months for Altenar! Can you walk us through your biggest successes and what made them possible?
I think the key topics from the first six months of 2022 are the return to post-pandemic operations and developments in Eastern Europe.
During the pandemic, exhibitions made a strong comeback—we attended many events, had a successful presence at ICE 2022, and visited numerous clients in Canada and Barcelona. Personally, I ended up traveling quite a bit during this period for several reasons!
One of the major ongoing issues this year has unfortunately been the situation in Eastern Europe. While it hasn't impacted us from a business standpoint—as we don't have operations in the countries involved—it remains a broader concern within the industry.
Lastly, in 2022 we introduced a newly restructured sales team, which will be formally announced soon. Visibility is crucial to us—presenting our new team to the market is key to attracting new partners. It’s an exciting time at Altenar!
With Altenar’s sportsbook live in most of Europe’s key markets, what do you expect the focus to be at SBC Barcelona regarding developments across Europe and beyond?
The goal is clear. We already have a solid presence in Spain—with Jokerbet, Paston, and the recent signing of Casino Gran Madrid. Two more operators are expected to come onboard soon. We’ve got a fantastic team focused on the Spanish market and are set for continued expansion there—so stay tuned!
Spain also acts as a gateway to Latin America. With that in mind, we anticipate welcoming some of our LatAm clients to Barcelona. SBC Barcelona is a prime opportunity to meet with existing partners and connect with new ones. Our focus is to keep growing in Spain while continuing to establish ourselves in LatAm—one of the industry’s fastest-growing regions and likely a major topic at the event.
Looking ahead to the event, what is Altenar excited to showcase on the floor?
On the show floor, we’ll highlight our newest features. Altenar’s sportsbook is one of the best in the industry, and we’re excited to demonstrate why it stands out.
North America is a key part of our expansion strategy. First up is our bet builder—soon to launch for American football and baseball—which we believe will be a hit with sports fans. Our 0% margin feature for selected football events, along with early payouts, has proven successful for operator engagement and retention.
Visitors to our booth will experience a robust and evolving product. Innovation and differentiation remain central to our approach. We prioritize close communication with clients and markets to ensure they’re always informed about what’s coming next from Altenar.
Given the current regulatory environment in Europe, what advice would you give to the industry and operator partners on improving player engagement and retention?
Right now, it’s clear that the future belongs to licensed companies. My advice: be licensed in as many jurisdictions as possible—especially major ones like the UKGC and MGA.
Internally, both operators and providers must excel in compliance and possess the technical capabilities to meet licensing standards. That means establishing dedicated teams focused on certification, compliance, and regulatory requirements.
We make this process look easy because we’ve invested in putting the right people in the right positions. Building an internal licensing department has been key to our success. Today, we operate in 13 major jurisdictions, including the UK, Malta, Spain, Colombia, Denmark, and Sweden—and we’re proud of the results from the last decade.
Last but not least—comparing North America, LatAm, and Europe, which regions offer the best opportunities for growth in 2023 and beyond?
I’d say the U.S. is the most promising growth region right now, but we’re watching from the sidelines to see how things evolve. In North America, Canada also shows potential. Mexico offers some opportunities, but it’s a mature market, so growth is more competitive.
In Latin America, we already have a strong and stable presence. Future progress hinges on Brazil’s regulatory direction—it will be difficult to grow if Brazil doesn’t implement a framework similar to Europe’s. That step will be critical for unlocking its potential.
As for Europe, it's still rich with opportunity. There’s room for innovation, and many small-to-mid-size operators are looking to grow. We’re well-positioned to work with both emerging brands and top-tier operators looking to protect their market share.
