Altenar is providing its sportsbook solution to Rootz as the operator expands from a casino-only operation to offer sports betting to its users in North America and Nordic countries.
Rootz was formed in 2018, and with a heavy focus on innovative and efficient programming, lean but powerful graphics, and rich content, the company has built a platform that delivers the very best in online gaming management.
Altenar’s sportsbook solution has now been added to its popular online casino brand Wildz, with Rootz licensed by the Malta Gaming Authority and operating in a number of markets, including Canada, the Nordics, and New Zealand.
The partnership between Altenar and Rootz began in 2024 and is an example of how popular casino brands can grow their business by offering a sports betting vertical.
Mark Simmonds is Head of Sportsbook at Rootz and kindly took some time to reflect on the success of the collaboration with Altenar so far.
In general, how have you found the partnership with Altenar so far?
Our partnership with Altenar has been a strong fit from day one. They've shown flexibility, technical reliability, and a deep understanding of sportsbook operations, making them a trusted partner as we’ve scaled our product.
How was the onboarding process?
Smooth and collaborative. Altenar supported us throughout the entire process. Their experience made what is often a complex process feel structured and manageable.
Which specific product features do you find most beneficial for enhancing the overall user experience for your players?
Together with Altenar, we created some custom features for our Wildz brand, including a new Bet of the Day feature, which proved to be a great USP.
Are there any specific sporting events or competitions that you find to be a defining factor in your sportsbook growth?
Competitions such as the NHL, NBA, NFL, and major European football leagues have been key growth drivers. Regionally, we’ve also seen strong engagement around Liiga, especially in Finland.
How would you describe your experience with the efficiency and effectiveness of our back-office tools when managing your sportsbook operation?
The back-office tools are intuitive, giving our team the flexibility to monitor, adjust, and react in real time. Whether it's margin control, market visibility, or promotions setup, the system allows us to move with agility.
How has our sportsbook contributed to increasing the average lifetime value of your players?
Sportsbook has significantly benefited our existing base, especially with the introduction of tailored Bet of the Day boosts and our innovative watch-along streams. These additions keep engagement high, even outside peak sporting windows.
Is there a specific product functionality that has proven particularly effective in player acquisition? How about player retention?
Bet Boosts and Altenar’s bonuses have proven effective in both acquisition and reactivation. For retention, features like Bet Builder, cash out, and daily streaming content play a central role in driving repeat sessions.
How do you find the usability of the front-end widgets and how effective is the configurability in managing the uniqueness of your site?
We’ve been impressed by Altenar’s customizable front-end. It’s allowed us to maintain our brand identity while still taking full advantage of a robust, content-rich product.
How would you describe your experience with the account management and business support teams?
The account management and support teams are proactive, responsive, and clearly invested in our long-term growth, which we really value in a partner.
What is the most important factor to consider when choosing a sportsbook provider?
For a company of our size, we require reliability and flexibility. You need a provider that not only offers a stable and scalable platform but is also committed to evolving with your business and audience.
How would you summarize your sportsbook performance?
Since launching our sportsbook, we’ve seen a steady rise in sports turnover and a significant uptick in cross-sell from our casino vertical. We're still in the early stages, but the signs are promising.
