L&L Europe Limited was founded in 2013 in Malta by two iGaming professionals with more than 20 years of combined industry experience.
Since its founding, the company has focused on building an online casino portfolio and, over the past 15 years, has grown into an operator serving more than 2 million players, with a strong presence in the UK and an operational base in Malta.
Today, L&L Europe manages seven active brands, including AllBritishCasino, PubCasino, and QuickBet. Each brand has its own identity while following a similar structure, allowing the operator to scale efficiently.
Despite this growth, one key element was missing. Until 2022, L&L Europe operated exclusively in the casino vertical and did not offer sports betting. As demand in the UK market evolved and player expectations shifted toward more comprehensive entertainment ecosystems, the company made the strategic decision to expand into sports betting.
In late 2022, L&L Europe entered into a partnership with Altenar, marking the beginning of the collaboration.
The objective was not just to launch a sportsbook, but to build one that could operate seamlessly across multiple UK-facing brands. It needed to integrate easily, perform reliably, and support ongoing expansion without adding operational complexity.
L&L Europe placed its trust in Altenar’s product and approach, allowing the partnership to develop naturally. As new brands were launched, additional features and tools were gradually introduced, further strengthening the overall offering.
Altenar delivered a solution designed for flexibility and scalability:
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Scalable multi-brand integration across all UK-facing platforms
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Advanced widget-based frontend to enhance the user experience
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Promotional tools, including reward campaigns and boosted odds
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Localized sports content tailored to the UK market
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Full compliance with GC, MGA, and SGA regulations
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24/7 operational support for risk management and trading
As the sportsbook evolved, player activity quickly centered around several key areas. Football, tennis, and basketball emerged as the most popular sports, accounting for 71% of total turnover. Football competitions, particularly the Premier League, generated the highest levels of engagement and betting volume.
The sportsbook user base grew rapidly, increasing fourfold from 2023 to 2024 and tripling again from 2024 to today.
Between 2023 and 2026, L&L Europe recorded a 312% increase in monthly GGR.
The sportsbook became more than just an additional feature. It strengthened the entire product ecosystem, improved player retention, and created new cross-sell opportunities across all brands. What began as an expansion of the product offering evolved into a strong, long-term partnership.
