L&L Europe

L&L Europe Limited was founded in 2013 in Malta by two iGaming professionals with over 20 years of combined industry experience.

The company focused on building an online casino portfolio and has grown into an operator serving more than 2 million players, with a strong UK presence. L&L Europe now manages seven active brands, each with its own identity but a similar structure, allowing the operator to scale efficiently.

L&L Europe operated exclusively in the casino vertical and did not offer sports betting. With player expectations shifting, the company made the strategic decision to expand into sportsbook and signed a partnership with Altenar in late 2022.

The objective was to launch a sportsbook that could work seamlessly across multiple UK-facing brands. It needed to integrate easily, perform consistently, and support ongoing expansion without adding operational complexity.

As the sportsbook developed, player activity quickly concentrated around key areas. Football, tennis, and basketball became the dominant sports, accounting for 71% of total turnover.

The sportsbook was more than an add-on. It strengthened the entire product ecosystem, improving retention and creating new cross-sell opportunities across all brands.

Measurable results

-Sportsbook user base increased: 4x from 2023-2024, a further 3x from 2024-2026.

-2023-2026: 312% increase in monthly GGR.

Altenar’s sportsbook solution has enabled L&L Europe to expand its offering across seven UK-facing brands, driving player growth, increasing GGR, and unlocking new cross-sell opportunities.