This April, Charlie Williams became Commercial Director at Altenar. In this interview, he discusses trends and innovations in the industry that he aims to incorporate into Altenar’s strategy, the company’s ambitions in African markets, and key goals for the near future.
Your previous roles include founding a consultancy firm focused on C-level advisory. How do you believe this experience will contribute to your success in guiding Altenar’s commercial strategy?
Founding the consultancy allowed me to engage with leaders across a wide range of businesses in the iGaming space—from affiliates and CRM to casino, sportsbook, and operations. It gave me a deep understanding of how all the pieces fit together and how to optimize the value chain so all stakeholders benefit.
It also revealed areas where operational efficiencies could be improved and where revenue-generating opportunities could emerge. These business roadmap “blueprints” can be adapted into most commercial strategies, with tailored tweaks depending on each company’s vision and goals.
This applies to Altenar as well, as we develop a commercial roadmap for the next 18–24 months. We're implementing a campaign-based market penetration model, driven by a scalable lead generation and sales management system—built around a top-tier product and service offering.
What trends or innovations in the iGaming and sports betting industry are you most excited about, and how do you plan to implement them at Altenar?
Player personalization is what excites me the most. The massive amount of data now being collected allows us to dramatically enhance product performance and player experience. Delivering the right bets, to the right player, at the right time—and through the right channel—is becoming more achievable.
By leveraging AI and applying machine learning at a granular level, we’ll align back office tools and front-end interfaces to function in seamless harmony.
Can you share more about Altenar’s growth strategy in Africa and potential partnerships? What opportunities do you see there?
We're committed to building a strong foundation of partnerships in Africa—both through marketing and with local sales consultants. In the coming months, we’ll be increasing our brand visibility and reach across the region.
We’ll be expanding through targeted advertising, sponsorships, and closer collaboration with regional experts. We believe this collective approach will open up more opportunities and allow us to showcase our industry-leading sportsbook platform.
As Altenar’s new Commercial Director, what strategies will you implement to grow the company’s global presence?
We’re adopting a straightforward and agile approach, recognizing that the industry is constantly evolving. Our global strategy contains regional plans built around campaign-driven marketing, including targeted SEO, PPC, social media, and a significant investment in industry events.
This is backed by outbound sales campaigns and a strong lead qualification process that feeds into our sales cycle and is ultimately handed off to our operations team for onboarding. Strategic partnerships—both local and global—play a key role in fueling this expansion.
How do you see your role impacting Altenar’s relationships with strategic partners and clients? Are there areas you're specifically focused on improving?
Altenar has a strong history of collaboration within the iGaming ecosystem. We value our relationships with stakeholders including regulators, tech providers, and other solution specialists. These partnerships help shape and refine our sportsbook offering.
We’re enhancing these relationships by categorizing partnerships into two focus areas:
- Regional partnerships that help grow our presence in targeted markets.
- Solution-focused partnerships that complement our sportsbook and add value during client onboarding.
To read more, visit: https://igamingexpress.com/charlie-williams-we-are-looking-to-build-a-strong-foundation-of-partnerships-in-africa/
About Altenar
Altenar provides a robust, fully managed sportsbook solution to many leading global brands. Its award-winning platform ensures best-in-class performance with stability, security, and deep customization options.
Backed by years of experience, Altenar’s solution features a wide range of front-end tools and back-office capabilities to improve player acquisition and retention. The offering blends extensive sporting content with expert trading and risk management, and a personalized user interface—helping operators stand out in the market.
For more information, contact [email protected] or visit altenar.com
