Multi-channel gambling operator Golden Palace has chosen to roll out sportsbook software from Altenar in 200 more terminals across Belgium after just a few months of testing.
This decision, according to Altenar COO Dinos Stranomitis, confirms that the software performed well in the initial test terminals deployed across three locations—Saint-Ghislain, Aubange, and Ostend.
“Of course, there have been many challenges due to the pandemic, as venues weren’t always open and couldn’t generate high volumes,” he said. “But Golden Palace is very pleased with how the terminals are performing.”
The broader software rollout will position Golden Palace—leveraging Altenar’s trading and risk management expertise—in more direct competition with market leader Ladbrokes, a long-standing favorite among Belgium’s retail sports bettors.
“It’s great recognition for Altenar that Golden Palace, a land-based operator founded back in 1960, believes our software can help them compete in the retail sports betting space,” Stranomitis added. “When we started working with Golden Palace on the online side five years ago, we knew they had a strong land-based casino business and several betting shops.
“Bringing Altenar’s sportsbook software to their retail terminals was always a natural next step. The fact that Golden Palace chose Altenar for their terminal solution is further proof that our technology works well online and offline.”
Reflecting on the challenges retail betting faced during the COVID-19 pandemic, he noted: “The terminal business is huge, but online and mobile betting are growing at a faster pace. While the timing might not seem ideal, there’s significant potential.
“We believe many companies want to deliver the same comprehensive sports betting experience across both online and retail environments—that’s where Altenar’s omnichannel solution shines, creating seamless communication between the two.”
This dual-channel approach is especially important for Golden Palace as it looks to extend its success in the casino sector into sports betting—adding a new revenue stream and enhancing cross-channel player engagement.
However, Stranomitis tempered expectations for immediate returns. “We need to remain realistic about how much the terminals will contribute this year,” he said. “What matters is being ready when conditions return to normal.”
“This is a major step forward in our partnership with Golden Palace. They are well-positioned in Belgium, and with Dutch betting regulations coming this summer—as well as ambitions in other neighboring markets—there’s tremendous potential for growth.”
Written by SBC News
