Sam Hill, Sales Director at Altenar, spoke with Focus Gaming News about the company's strategic plans for ICE Barcelona 2025.
Exclusive interview – ICE Barcelona 2025 is approaching and Altenar is one of the companies that will attend the event to showcase the latest innovations in sports betting software and customized solutions adapted to various markets.
Focus Gaming News had the opportunity to talk with Sam Hill, Sales Director at Altenar, about the company's goals for this edition and the company's plans for this year.
What are the main goals and expectations for Altenar to exhibit at ICE Barcelona this year? How does this event align with your broader business strategy?
ICE is an important event for us and we expect to be very busy talking with existing customers and potential new partners. A conference of this magnitude attracts operators from all over Europe and beyond, which fits perfectly with our expertise in regulated markets worldwide.
We have products and solutions to help operators of all sizes, whether it's a new company, an existing operator wanting to switch providers, or seeking help to enter new markets. We also help casino operators add sports betting to their offerings and increase revenue, so we are ready to discuss a variety of requirements that we hope will lead to new partnerships.
Can you share details about the specific products, updates, or innovations that Altenar plans to showcase at ICE? Are you introducing new features or capabilities in your sports betting software?
We are continuously introducing new features and there have been numerous innovations in recent months that we are proud to talk about.
Our new bet acceptance logic has reduced the number of live bets rejected and has improved the user experience. The patented algorithm filters out the "noise" from odds changes and allows users to place bets at the prices they initially selected, even if the odds change during a bet delay.
Esports betting is becoming increasingly popular and our new esports lobby includes in-page navigation and a custom streaming player, while scoreboards and a live map tracker will soon be added to the new pages. Market uptime, market offering, and event coverage will also significantly improve.
We have also streamlined our horse racing and greyhound offerings by creating a unique lobby with a series of new widgets. The revamped racing lobby is designed to offer an intuitive and smooth user experience, allowing players to effortlessly filter and discover upcoming and popular races.
Our "Boosted Odds," "Bet Slip Boost," and "Rewards Manager" are important promotional tools that can help retain players, in addition to our quick markets widget, a new and exciting feature that allows the user to make quick decisions through swipe actions.
From your perspective, what are the key trends that will shape the sports betting industry in 2025 and how is Altenar positioning itself to meet these demands?
Player personalization is one of the main trends in the sector, where operators are looking for new ways to tailor the betting experience to their players. Intelligence services are becoming vital and at Altenar we have devised an interesting internal solution to leverage the data produced by our sportsbook.
The system allows operators to use the data in various innovative ways, such as producing personalized content for users, automatic user segmentation, audience group creation, and much more.
Behavioral analysis can be used to recommend personalized experiences, offers, and content that match the player's interests, while marketing campaigns can target specific groups of players based on factors such as their betting habits and frequency.
Enhanced functionality will help operators make informed decisions aligned with user interests, as well as business objectives. It will help enhance the detection of potential risks, contributing to safeguarding the operator's financial interests and promoting responsible gaming practices.
More and more players are looking for instant gratification when betting, and it's a trend we expect to continue. Instead of waiting several hours for the outcome of their bet, players are looking for quicker thrills, so our quick markets widget can be a great differentiator.
The widget allows for quick and fun bets on a wide variety of markets, and can be used as a useful conversion tool for casino players.
Altenar is known for its flexible and personalized service. Can you explain how your platform adapts to the specific needs of different operators and markets?
Our platform offers clients the ability to control their offering, but what really sets us apart from the competition is the level of support we offer.
We advise operators throughout the entire implementation process and provide ongoing operational insights once the brand is operational. We help with the customization and localization of the user interface, best practices around trading and risk strategy, and the extent to which each operator should prioritize each feature.
The way we support and guide our clients is very important, and our account management team is vital. We offer a fully managed service, tailor-made and adapted to each territory thanks to the experience and knowledge of our team. We execute a operator's strategy together, and the success we have in creating those partnerships is the foundation of our success.
Your software is powered by premium official data. How do these data enhance the user experience and what role does technology play in ensuring reliability and stability?
The use of premium data sources has numerous advantages, both for players and operators. From the user experience perspective, there is a higher number of events and markets available, which translates into more options when betting, especially regarding player and team props. The offering of these markets allows the user to tailor their bets to their liking.
Live betting windows also remain open longer, while bets can be accepted and settled more quickly, eliminating the frustration of not being able to place the desired bet or waiting for winnings to be paid.
Sports betting providers must have the right technology to take advantage of the benefits offered by premium data sources. A robust infrastructure allows data to sync with the platform to ensure that statistics and odds are updated in real time, helping operators do business in highly competitive and regulated markets.
As Altenar continues to grow, what are the key markets or regions you are focusing on and what can Altenar's customers and partners expect next year?
As a global sports betting provider, we are prepared to work with operators from any regulated market, as demonstrated by our success in 2024. We have partnerships with clients across Europe and recently acquired a license in Denmark, while we remain optimistic about the future in Latin America, where countries like Brazil and Peru are advancing in their regulatory frameworks.
Our new license in South Africa may be our gateway to success in Africa, while we also have ambitious plans for North America and Asia. Our operational services team is well-versed in launching regulated markets, while being able to offer continuous value to our clients in these markets.
