For casino-first operators, adding a sportsbook is not simply about introducing another revenue stream. It is about finding a way to expand the business without losing what already makes the brand successful.
A sportsbook can create new opportunities to acquire customers, cross-sell to existing casino players and increase engagement around major sporting events. These opportunities depend on how well the product fits the operator’s audience and target markets.
Altenar gives operators the flexibility to customize the sportsbook experience, from product features and promotional mechanics to the markets and sports they prioritise.
Features such as Bet Builder, cash-out, streaming and tailored bet boosts can support different engagement strategies, depending on the operator’s objectives.
This also matters when entering multiple markets. Local sporting interests, competition schedules and player expectations vary, making a uniform approach less effective. Regional trading expertise and a tailored offering help operators build a sportsbook that feels relevant to their audience.
Real case study: Adapting sportsbook to a casino-first business
The success of Wildz Group demonstrates how a flexible sportsbook can support expansion without forcing an operator to compromise its existing brand proposition.
Wildz had built its business around online casino gaming before deciding in 2024 to expand into sportsbook. The challenge was to introduce a new vertical while maintaining the player experience that had established the brand.
Wildz selected Altenar as its sportsbook provider, with the implementation focused on a tailored product rather than a standard, off-the-shelf solution.
The sportsbook included several features designed around the operator’s strategy:
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Custom Bet of the Day: a distinctive feature supporting the operator’s brand proposition.
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Bet Builder and cash-out: additional ways for customers to engage with sports betting.
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Daily streaming and tailored bet boosts: tools to support engagement, acquisition and reactivation.
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Regional trading expertise: dedicated Nordic specialists helping align the offering with local preferences and sporting competitions.
Altenar’s structured onboarding process also helped make the implementation manageable, allowing Wildz to introduce the new vertical while preserving its existing casino experience.
The business saw:
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Consistent high-volume turnover: Steady, multi-million euro betting volumes month over month.
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Highly profitable yields: Sportsbook margins consistently hitting double digits.
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Surges in acquisition and activity: During peak sporting periods, Unique Active Players increased by over 100% within a two-month span, and new customer acquisition spiked by nearly 150% month-over-month.
Mitchell Harrison, Sales Director at Altenar, commented:
This experience highlights the value of flexibility when expanding beyond the casino. The objective is not simply to add sportsbook functionality, but to build an offering that supports the operator’s brand, audience and growth plans.
For casino-first businesses, the right approach combines customisation, local market expertise and a stable technical foundation. Altenar’s flexible sportsbook enables operators to shape their product around these priorities, connect casino and sports betting more effectively and adapt as their strategies evolve.
