About other territories, Altenar is following closely markets where the regulation seems likely to happen soon, like Chile and Ecuador. Leading sports betting and iGaming software provider Altenar keeps on strengthening its presence in LatAm with a number of developments aimed at further improving its service in regulated markets around the world.
One market in which the company is ready to expand in is Peru, having achieved homologation after meeting all the requirements set out in the new online gambling regulations.
With a new office having recently opened in Brazil too, Altenar’s support for LatAm operators is stronger than ever. To comment on this positive vibe, the company shared an internal interview with Marina Zacharopoulou, Compliance Manager, and Diego Salas, Sales Manager, where they explain the firm’s plans for Peru and the wider region.
Altenar participated in ICE Barcelona 2025. What were the key highlights for the company during the trade show?
Diego: We had a good balance of operators from different markets, including established European operators who are considering switching providers or casino brands looking to expand into sports betting. The expo attracted visitors from around the world and there was also a lot of interest from emerging markets, especially Africa and Latin America as newly regulated markets continue to grow. In terms of our enhanced sportsbook solution, we were able to demonstrate the benefits of our advanced risk management tools, while our standalone Esports lobby and virtual sports offering created plenty of interest. We also showcased exciting new functionalities like our improved bet acceptance, boosted odds manager and bet cards, which allow operators to not only have exclusive content to drive more engagement but also let influencers share bet cards to bet on directly.
Recently, Altenar was approved as a technological platform for sportsbooks in Peru. What does this mean for the company, and how does it align with its expansion strategy?
Diego: Securing approval in Peru is a significant achievement as part of our strategy to expand our operation in Latin America. This is a key market, and obtaining a license will help us to continue to grow in a region where we have already enjoyed lots of success. It also validates our commitment to meeting the regulatory standards and demonstrates the adaptability of our sportsbook to local requirements. Peru is a strategic piece for us, opening doors to other emerging markets in LatAm.
What were the main challenges Altenar faced in meeting Peru’s new online gambling regulations?
Marina: Entering a new market like Peru presented several challenges, as is common with any emerging regulatory framework. The primary focus was ensuring full compliance with stringent regulations while adhering to tight deadlines. Also, Peru’s specific technical standards required meticulous planning and execution. Despite these challenges though, Altenar’s expertise in regulatory compliance allowed us to deliver a flawless product within the required prerequisites, ensuring a smooth entry into the Peruvian market.
How does Altenar’s sportsbook technology support compliance with local regulatory requirements while maintaining seamless experience for operators and bettors alike?
Marina: The sportsbook technology of Altenar is designed with compliance at its core, enabling us to seamlessly adapt to diverse tech regulatory environments. Our sportsbook/platform with its robust infrastructure incorporates features that ensure operators can effortlessly meet local requirements. At the same time, we prioritize the user experience for bettors by offering a smooth interface and access to different markets.
Peru is a strategic market in Latin America. Are there any other markets in the region where Altenar is looking to expand or strengthen its presence?
Diego: Altenar is always exploring opportunities to expand and strengthen our presence across Latin America. We’re keeping a close eye on markets where the regulation seems likely to happen soon, like Chile and Ecuador. We’re also focused on deepening our relationships in existing markets where we already have a footprint. Latin America is a dynamic region, and we’re committed to providing our cutting-edge sportsbook platform to operators throughout the continent. We constantly evaluate the regulatory landscape and market potential in each country to identify the best growth opportunities.
What upcoming developments or product enhancements can we expect from Altenar in 2025?
Diego: Our focus remains on innovation and providing sportsbook products which enhance the user experience for players, which means more personalized betting options. Products such as the fast markets widget will meet the growing demand for instant gratification when it comes to betting. More and more players want a quick thrill, so we aim to provide the chance to place quick bets on an extensive range of markets. This is helped by our integration of data feeds from leading providers. The use of intelligence services is also growing, and our in-house solution leverages the data produced by our sportsbook. Operators can use this data in new ways such as producing customized content, performing automated user segmentation and creating audience groups. Analysis of player behaviors can be used to recommend personalized experiences and content that aligns with the player’s interests and improves retention rates. Increased use of player data can also help operators meet key business objectives and boost risk detection, which helps to protect the operator’s financial interests and encourage responsible gambling.
