As a global sportsbook software provider, Altenar has ample experience in new, emerging, and historic betting landscapes that have embraced the essence and entertainment value of sports betting for centuries.
In many European countries, gambling has existed in some form for many years, dating back to early civilizations. But how has this passion for games like Baccarat, horse race betting, and more shaped cultures and remained a source of joy and excitement for many today?
With Altenar—a sportsbook solutions provider—entertainment is at the forefront of our design, from ensuring access to the best global content and sporting leagues, to an easy-to-use front end and back end that benefit both the operator and the end user or bettor.
In this article, you’ll discover 8 countries and regions that love sports betting, along with insights into entering these markets, their historical connection to betting, and how their long-standing enthusiasm continues to drive the industry's growth.
United Kingdom
The UK has a prominent and thriving sports betting and gambling industry, to the extent that thousands of the iGaming industry’s best travel to London each year to showcase new features and innovations at one of the world’s largest iGaming expos—ICE London.
As a country with deep generational roots in betting—from slot machines in local pubs to sports betting as part of the general sports experience—operators can thrive in the UK’s sports betting market.
Remote operating licenses do not differentiate between B2B and B2C business models. B2B operators hosting games via B2C websites require a license authorizing remote casino, bingo, betting (virtual events), or betting (real events), in addition to gambling software—since hosting games qualifies as providing gambling facilities.
However, legislation introduced in April 2017—The Gambling (Operating License 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)
- These licenses are subject to several requirements.
- The company must hold a gambling software operating license.
- The company must not contract directly with players.
The regulatory body, the UK Gambling Commission (UKGC), permits the following types of games of chance:
- betting (live, in-play, fixed-odds and pari-mutuel, betting exchanges, and intermediaries)
- bingo
- casino
- fantasy sports
- gaming machines
- gambling software
- lotteries
- poker
Additionally, for sports betting specifically, the UKGC requires various licenses, including:
- 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
Malta
Malta has a proud and long-standing relationship with the betting and iGaming industry. The country has achieved success across a wide range of iGaming verticals, and sports betting is no exception.
Altenar has made one of its many homes in Malta, benefiting from the area’s deep industry expertise and opportunities to engage with top-tier iGaming professionals.
The MGA (Malta Gaming Authority) permits the following games of chance:
- online betting;
- bingo;
- casino;
- lotteries;
- fantasy sports;
- poker; and
- social gaming.
Types of Licenses
As a sportsbook software provider, Altenar has ample experience in remaining regulation compliant and wants to share some of the requirements you’ll need to participate in Malta’s iGaming landscape. As one of Altenar’s homes, the sports betting solutions provider understands Malta and its betting market thoroughly. The MGA may issue the following licenses:
A gaming services license – a business-to-consumer (B2C) license to offer or carry out a gaming service. A B2C license may include one or more of the following game types:
- Type 1 gaming services – games of chance played against the house, determined by a random number generator (includes casino-type games).
- Type 2 gaming services – games of chance against the house, not determined randomly, but based on external events. The operator manages risk by setting odds.
- Type 3 gaming services – games of chance not played against the house, where the operator earns revenue through commissions or fees (e.g., poker, bingo, betting exchanges).
- Type 4 gaming services – controlled skill games.
- A critical gaming supply license – a business-to-business (B2B) license for those who provide or carry out essential gaming components such as outcome determination or regulatory data processing.
- A corporate group license – B2B or B2C licenses for a group of companies. If services are provided only within the group, no extra B2B license is required. However, if services are offered to entities outside the group from Malta or the EU/EEA, a separate B2B license is needed. All entities must be based in Malta or another EU/EEA country.
If you’re an operator looking to enter Malta’s betting market, you can leverage Altenar’s sportsbook solution today by contacting our team!
Spain
Spain has a deep and long-standing history with sports betting, having developed a strong and competitive market that attracts top industry players to showcase their products and solutions.
So how can an operator enter such a mature space?
Online gambling at the national level is regulated by the Spanish Gambling Act (Ley 13/2011, de 27 de mayo), with each gambling product having its own regulations via ministerial order. If a game isn't regulated or doesn’t fit any current categories, it is not permitted.
The following regulated games may be offered federally:
- Pools on sports betting
- Fixed-odds sports betting
- Pools on horse racing
- Fixed-odds horse racing
- Other fixed-odds betting
- Exchange sports betting
- Exchange horse racing
- Other exchange betting games
- Contests
- Poker
- Bingo
- Roulette
- Complementary games
- Blackjack
- Baccarat
- Slots
Below is a list of certified technical gambling companies required to complete audits every two years:
BMM
- Gameplay evaluation (Functional Evaluation)
- Security Vulnerability Assessment / Penetration Test
-
ISMS Audit
GLI
- Gameplay evaluation
- Vulnerability Assessment / Penetration Test:
- Network Layer – attempts to identify known system vulnerabilities
- Application Layer – access as regular user (black-box), or with credentials (white-box)
- ISMS Evaluation
If you're looking to enter Spain’s betting market with a sports betting provider that understands both technical and regulatory compliance, Altenar is your go-to partner.
Ontario (Canada)
Ontario’s newly regulated market has seen rapid growth since its 2022 announcement allowing iGaming operators to launch. As one of the first sportsbook providers to enter this landscape, Altenar offers invaluable experience and strategic insight for new entrants.
If you're ready to begin your sportsbook journey in Ontario, reach out to Altenar today!
The AGCO provides two types of certification for operators and suppliers. Below is an excerpt from the AGCO site explaining who qualifies:
- Gaming-Related Supplier – Manufacturer
A person or entity that manufactures, provides, installs, tests, maintains, or repairs gaming equipment, or offers consulting or similar services directly related to lottery schemes or gaming site operations.
- Gaming-Related Supplier – Other
A person or entity that provides, installs, tests, maintains, or repairs gaming equipment, or delivers consulting or related services tied to lottery schemes or gaming site functionality.
The AGCO notes that each application will be considered on an individual basis, and this process is required if an operator or provider wishes to enter the Canadian market.
- You are manufacturing (e.g., software or hardware) or providing a service.
- Your goods or services are directly related to the playing of a game or the operation of a gaming site.
- Platform providers.
- Suppliers that manufacture, develop, provide, and/or run games and game systems.
- Customer electronic wallet providers.
- Oddsmakers.
- Sports integrity monitoring organizations.
- Independent Test Labs.
To apply for an AGCO license, you must provide the following documents:
- Supplier Application
- Personal Disclosure for individuals listed below
- Entity Disclosure (if applicable)
- Regulatory fee
- Supporting documents (as applicable)
The Netherlands
The Netherlands is another country that recently regulated its betting and iGaming industry, gaining recognition and attention from the broader sector. Altenar is fully licensed to operate in this market, and if you're looking to elevate your online gaming business, Altenar is the partner to choose!
So, what’s expected from a sportsbook solutions provider in the Netherlands?
Online gambling was previously prohibited in the Netherlands, but the delayed enactment of the Remote Gambling Act (KOA) made the market accessible at last.
KOA was enacted on April 1, 2021, and licensed operators were allowed to market their platforms by October of the same year.
The regulations provide specifics outlined in the Decree and govern the following:
- Remote gambling licensing and operations
- The organization of remote gambling: including the licensee’s integrity policies, access management, credit systems, consumer protection measures, system integrity, and oversight mechanisms
- Compliance supervision and enforcement: including data logging, reporting, and implementation of a control data base (“datasafe”) for monitoring purposes
The amended Betting and Gambling Act (BGA) does not introduce a licensing system for B2B service providers. Vendors such as software suppliers and affiliates may provide services freely to locally licensed remote gambling operators. However, B2C operators are subject to strict outsourcing requirements. As such, Altenar must be certified to provide its sportsbook solution in the Netherlands.
Latin America
While this term broadly encompasses a diverse group of highly successful betting markets across Latin America (LatAm), it’s important to recognize how these countries are independently shaping their gaming environments and advancing efforts in responsible gaming and compliance.
LatAm has seen remarkable growth in recent years. Part of this momentum is thanks to access to tier-one providers like Altenar, who offer fully managed sportsbook solutions tailored to regional needs.
You can explore which LatAm countries Altenar is licensed in, along with historical performance and market success, here.
For this article, we’ll focus on Colombia as an example of what types of regulatory frameworks an iGaming operator might face in the region.
In Colombia, the gaming industry is constitutionally defined as a government-run monopoly and is regulated by the Colombian Gambling Act, Law 643 of 2001.
The Gambling Act organizes the administration and oversight of the gaming industry at two levels: national and regional. At the national level, oversight is handled by Coljuegos (the national gaming authority); at the regional level, administration is conducted by the respective regional government, and control is overseen by the National Council of Games of Luck and Chance (CNJSA) and the Health Superintendency.
- Includes bets on real sporting and non-sporting events.
- Bets can be offered as fixed-odds or exchange betting formats.
- Pari-mutuel betting on sports is prohibited, as it falls under a separate license category.
- Horse racing is excluded and regulated at the regional level.
- It is illegal to take bets on real events such as casino table games, slots, or bingo where outcomes are determined by random number generators.
- Special bets on politics or other non-sporting events are prohibited.
Sweden
A long-established and competitive market, Sweden is a prime destination for iGaming companies. It encourages innovation and market expansion.
As a sportsbook software provider, Altenar is ready to elevate your sports betting business in this high-performance iGaming environment.
With an online commercial gambling license, an operator may offer online slot machines, bingo, and casino games. Online lotteries are reserved for state-owned operators and non-profit organizations.
With an online betting license, operators can offer:
- fantasy sports betting
- betting exchanges
- virtual event betting
- lottery outcome betting
Depending on the level of skill involved, fantasy sports may be classified as games of chance or skill. If deemed a game of skill, it is not regulated under the Gambling Act.
As of July 1, 2023, all suppliers active in Sweden must obtain a B2B license under the revised Gambling Act.
Denmark
As an active betting jurisdiction with a large player base, Denmark enforces the following regulatory framework—here’s a brief overview:
The Gambling Act defines “online gambling” as any gambling activity where the player and operator do not meet physically and instead interact via remote communication such as the internet, phone, radio, mobile, or email.
B2B Licenses (Suppliers, Software, etc.): Online providers who do not interact directly with players but instead serve gambling operators are not required to obtain a license.
Change Management: Denmark uniquely requires adherence to a change management program, ensuring that all updates to gambling systems follow quality standards for implementation.
The program enhances transparency regarding system updates and the decision-making process that governs them.
Contact Altenar today to elevate your iGaming business!
