Rootz

Award‑winning iGaming operator Rootz took a decisive step beyond its casino roots in 2024, launching a sportsbook with Altenar to serve players across North America, the Nordics, and New Zealand. Known for its flagship brand Wildz, Rootz has built its reputation since 2018 on sleek design, innovative programming, and rich content. With Altenar’s support, it has now added a sports betting vertical that is already showing strong returns.

From the very first stages of collaboration, Altenar’s expertise ensured a traditionally complex launch was both structured and manageable. Together, the teams have developed custom sportsbook features designed for Wildz, including a 'Bet of the Day' product that quickly became a key USP.

Mark Simmonds, Head of Sportsbook at Rootz, explained that “Our partnership with Altenar has been a strong fit from day one. They’ve shown flexibility, technical reliability, and a deep understanding of sportsbook operations, making them a trusted partner as we’ve scaled our product.”

Since the commencement of our collaboration, engagement has surged around major sporting events including the NHL, NBA, NFL, and Europe’s top football leagues, with Finland’s Liiga also proving particularly popular. Altenar’s Bet Builder, cash-out options, daily streaming content, and tailored bet boosts have further driven acquisition, retention, and higher cross‑sell from the casino vertical.

Behind the scenes, Altenar’s intuitive back-office tools give Rootz the flexibility to manage promotions, adjust margins, and react in real-time, which have been capabilities integral to the sportsbook’s early success. The result has been a steady rise in sports turnover and a measurable increase in player lifetime value, cementing Altenar’s role as a long‑term partner in Rootz’s growth story.