As a sportsbook solution provider, Altenar offers a host of must-have features, technologies, and services, backed by extensive experience in how to diversify your sportsbook and iGaming business in 2023 and beyond.
This could include entering newly regulated markets, expanding your sports content portfolio, introducing creative bonus tools, enabling in-game betting, and enhancing mobile usability across a wide range of global markets.
This article will walk you through key regulatory insights for new market entry, show how offering a mobile application could boost both player acquisition and retention, and allow you to explore the sports betting landscape with Altenar.
Entering New Markets | Expansion Is Key
As a sportsbook solution provider, Altenar has extensive global experience in diverse, highly regulated markets. This not only fuels its award-winning technological innovation but also offers operational partners access to valuable market knowledge—even before launching their sports betting venture in any regulated iGaming landscape.
Below is a brief overview of some of the markets where Altenar has substantial experience. To learn more about Altenar’s global operations, click here.
Without further ado, let’s look at some regulatory requirements and recommended practices for entering key betting markets.
Italy
The Italian Agenzia delle Dogane e dei Monopoli (ADM) regulates gambling in Italy. All companies that wish to offer sports betting services in Italy must obtain a license from the ADM. The license is valid for nine years and can be renewed.
Sports betting companies must pay a tax on their gross gaming revenue. The current tax rate is 24% for online sports betting and 20% for land-based betting.
There are strict rules governing the advertising of sports betting in Italy. Operators may only advertise on television and radio between 10 p.m. and 7 a.m., and all ads must include warnings about the risks associated with gambling.
Sports betting companies are required to promote responsible gambling, including offering educational materials and tools to help customers manage their activity.
Betting is strictly prohibited for individuals under the age of 18. Operators must take appropriate steps to prevent underage access.
The following forms of online gambling are legal in Italy:
- Sports and horse racing betting
- Pool betting
- Virtual and live betting (including fantasy sports)
- Slots, roulette, and other online casino games
- Poker and card games
- Games of skill, including poker tournaments and non-banked games
- Bingo
- Betting exchanges
Sports betting is legal and regulated under Sports Betting Decree No. 111 (2007). Virtual sports and fantasy football are considered gambling and require proper licensing. Online sports betting has also been legal since Italy’s 2011 online lottery regulation.
United Kingdom
As an ISO 27001-certified sportsbook solution provider, Altenar recognizes the importance of regulation in the gaming space and how compliance enhances the entertainment value of sports betting and iGaming.
So, what does an iGaming business need to operate and thrive in the UK market?
Legislation introduced in April 2017—specifically the Gambling (Operating Licence and Single-Machine Permit Fees) Regulations 2017 (SI No. 303/2017)—created B2B-specific “host” subcategories:
- Casinos (game host)
- Bingo (game host)
- General betting (host) – real events
- General betting (host) – virtual events
However, these licenses are subject to various requirements, including:
- The company must hold a gambling software operating license; and
- The company must not contract directly with players
The regulatory body, UKGC, allows the following games of chance:
- Betting (live, in-play, fixed-odds, pari-mutuel, betting exchanges, and intermediaries)
- Bingo
- Casino
- Fantasy sports
- Gaming machines
- Gambling software
- Lotteries
- Poker
Additionally, for sports betting specifically, the UKGC requires multiple licenses. Some of these include:
- Non-remote general betting standard operating license
- Non-remote general betting limited operating license
- Remote general betting standard real events license
- Remote general betting standard virtual events license
- Remote betting host real events license
- Remote betting host virtual events license
- Remote general betting limited license
Beyond this, significant efforts are made to detect and prevent match-fixing. The SBIU is a dedicated unit within the Gambling Commission responsible for investigating this behavior. As an IBIA member, Altenar actively promotes integrity in betting activities across its platforms.
Ontario, Canada
Entering betting and iGaming markets can be complex, and ensuring that your product and services meet regulatory standards can be a stressful part of the process.
However, with sportsbook solution providers like Altenar, operators can rest assured that all electronic and compliance requirements are met. Having a strong presence in globally regulated markets—such as the UK, Sweden, and Spain—Altenar is the ideal partner for operators entering strict regulatory environments. You can explore their success stories by clicking here.
So, what must a sportsbook software provider or iGaming venture have to legally operate in Canada’s betting market?
The AGCO offers two types of certification for suppliers, outlining how businesses should qualify and represent themselves. Here's a summary from the AGCO website:
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Gaming-Related Supplier – Manufacturer:
Provides, installs, tests, maintains, or repairs gaming equipment, or offers consulting or related services directly tied to lottery schemes or gaming site operations. -
Gaming-Related Supplier:
Provides, installs, tests, maintains, or repairs gaming equipment, or offers consulting or similar services directly linked to lottery schemes or gaming site operations.
The AGCO assesses each application individually, and this review process is essential for anyone looking to enter the Canadian market.
- You are manufacturing (e.g., software or hardware) or providing a gaming-related service.
- Your goods or services are directly related to gameplay or the operation of a gaming site.
- Platform providers.
- Suppliers that develop, operate, or provide games and gaming systems.
- Customer electronic wallet providers.
- Oddsmakers.
- Sports integrity monitoring organizations.
- Independent Test Labs.
To apply for an AGCO license, you must have the following documents:
- Supplier Application
- Personal Disclosure for individuals identified below
- Entity Disclosure (if applicable)
- Regulatory fee
- Supporting documents (as applicable)
ISO/IEC 27001 was created in 2005 by leading information security experts to define an Information Security Management System (ISMS), ensuring data protection and business continuity. It formally outlines a set of system controls and audit-ready requirements. Most importantly, it mandates a thorough information security risk assessment across all assets to identify and implement the necessary controls for risk mitigation. The framework also includes provisions for ongoing management, monitoring, and improvement of the ISMS.
As a sportsbook provider that successfully achieved ISO/IEC 27001 certification and passed numerous compliance tests, Altenar helped secure its Ontario license as a qualified entity under this international standard. You can learn more about the importance of ISO certification by watching this video.
The Netherlands
In the 21st century, the Netherlands' gambling market has undergone significant transformation. The government revised legislation to make the space more accessible to private companies. As a result, the market is now open to foreign operators, and the number of licensed online gambling providers has grown.
The Dutch government also introduced multiple initiatives to promote responsible gambling and reduce problem gambling.
In summary, the history of betting in the Netherlands reflects a trend toward liberalization and market diversification—driven by evolving government policy and shifting public attitudes. Today, gambling is legal, well-regulated, and widely available to Dutch citizens.
Online gambling was previously prohibited, but the delayed Remote Gambling Act (KOA) was finally enacted, opening the market.
The KOA was enacted on April 1 and the regulated market officially launched on October 1.
The Regulation expands upon the Decree and covers the following:
- Remote gambling licensing and operations
- The organization of remote gambling: including the licensee’s integrity policy, access control, credit management, consumer protections, gambling systems, and technical inspections
- Compliance supervision and enforcement: includes reporting obligations and a control database for monitoring
The revised Betting and Gambling Act (BGA) does not introduce a licensing scheme for B2B service providers. Software suppliers and affiliates are generally free to offer services to locally licensed B2C operators. However, B2C license holders face strict outsourcing rules—meaning Altenar must be certified to offer sportsbook software in the Netherlands.
Additionally, licensees remain fully responsible for any advertising activities carried out by their affiliates.
Germany
Following the introduction of its Interstate Treaty (ITG 2021), the Gambling Authority of the Federal States of Germany has outlined its regulatory objectives and guidance for entering and operating in the country’s iGaming market. The framework, effective from 2021, supports a safe, responsible, and fully regulated gaming environment.
Germany’s regulatory goals include the prevention of gambling addiction, protection of minors, player security, fairness, redirection from illegal markets, and the preservation of sports integrity.
Under ITG 2021, it is legal to offer bets during sporting events on outcomes other than final results. Sports betting now includes fixed-odds bets on:
- Future events occurring during a sports event
- The final outcome of a sports event
- Outcomes of specific segments of a sports event
The term "sports event" has also been further defined: It is now described as a competitive sporting contest between individuals or teams conducted under specific rules. This definition significantly expands the scope of application to include eSports formats as well.
Belgium
In 2019, Belgium substantially amended its primary gambling law, the Federal Act of May 7, 1999, concerning games of chance, betting, and player protection (the “Gaming Act”). Bets are now prohibited on events “where the majority of participants are minors,” and the Gaming Commission can block bets if the fairness of an event is in doubt or if certain betting mechanisms are prone to fraud.
Any company wishing to offer sports betting services in Belgium must obtain a license from the Belgian Gaming Commission (BGC). The license is valid for nine years and can be renewed.
Offering online games of chance and bets requires one of the following license categories:
- A+ license: Online casino games
- B+ license: Online arcade (dice) games
- F1+ license: Online betting
The Gaming Act mandates that online license holders (A+, B+, or F1+) may only offer games “of the same nature” as those provided offline.
F1+ license holders can provide online betting, and A+ license holders may offer online casino games. The National Lottery retains a monopoly over online lottery offerings.
B2B service providers must hold an E license. Activities requiring an E license include the sale, rental, import/export, maintenance, and manufacturing of gaming equipment. The Gaming Act makes no distinction between land-based and online operations—meaning all vendors working with A+, B+, or F1+ license holders must obtain an E license.
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Taxes: Sports betting companies must pay a tax on gross gaming revenue. The current tax rate is 11% for land-based sports betting and 21% for online sports betting.
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Advertising: Strict advertising laws prohibit promotions for games or operators not authorized under the Gaming Act. Violations can lead to criminal penalties. All advertising must also include responsible gambling warnings.
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Responsible Gambling: Operators must provide resources for responsible gambling and prevent minors from placing bets. Individuals under 21 cannot access casinos or gaming arcades, and sports betting is restricted to those aged 18 and older. Additional restrictions apply to certain professional categories (e.g., magistrates).
Mobile Betting Solutions | Altenar & You
Mobile betting is essential in today’s fast-paced environment, where smartphone accessibility continues to grow. With its mobile-first approach, sportsbook software provider Altenar has developed a native mobile application that eliminates browser latency and speeds up features like time-to-market deployment.
Known as MOA (Mobile-Oriented Application), Altenar’s in-house app is available for both iOS and Android.
Shifting from browser to app-based betting enhances security, speeds up transactions, runs more efficiently on older devices, and offers a better user experience overall.
The app also allows operators to maintain a consistent user interface across devices without requiring separate front-end adjustments. Operators gain access to official data sources, technology integrations, and a user-centric design.
MOA, developed using Flutter, enables operators to scale quickly and effectively in evolving markets.
Altenar’s mobile application is just one of the many solutions offered to operators. It enables stronger brand presence, supports mobile-first user habits, and is especially effective in markets where in-person betting has moved online.
MOA is built to meet two key goals: seamless sportsbook performance on mobile and integration with partner platforms. This native app has been approved and published on the Apple App Store.
Benefits of using Flutter:
- Consistent business logic and UX across platforms
- Faster time-to-market
- Custom rendering engine
- Easy implementation of platform-specific logic
- Adaptable for any target platform
- Faster code development and delivery
You can discover more about Altenar’s sportsbook and mobile offerings by contacting the team today and starting your journey toward sports betting success!
