Altenar
How important is the Mexico market for the LatAm region?
Mexico has been a vital cog in LatAm’s crown, with Altenar establishing itself as a major player in the market. With growth continuing to climb in the territory, we caught up with Altenar’s Regional Director Americas, Hugo Llanos, to discuss his thoughts on the impact the current market is having and what it will look like over the next five years.
Talk us through Altenar’s presence on the Mexican market – what do you see as your key highlights in regard to bringing your partners commercial success?
We have been present in the market for a few years now and have enough experience to know how to do the proper risk management, and we know what our customers enjoy. In addition to that, we also believe we have the best tools to provide our partners with promotions and bonuses available to drive turnover.
What makes Altenar a key difference maker in Mexico – what do you see as your USPs vs. your competition?
I believe our bonus tool is probably one of the best around, even though the sportsbook is not necessarily known for its bonus management. However, it allows our partners to work with customisable promotions for their partners. Also, we are always open to new ideas and developments required by our clients in order to help them achieve their objectives.
Looking at the Mexican market as a whole – what do you see as the key characteristics of the market? What’s the share of online vs. retail and how are trends changing?
Football is very important for LatAm, as the sport is well liked across the region by fans of all demographics. There are also enough customers who have expressed an interest in US sport and this is important for the region as a whole. I also believe the average stake is a bit higher than in the rest of LatAm, which is an interesting point within itself. Online is definitely growing and should be closer to 70%, and as common as the rest of the region. It is a fascinating market with fascinating results and we will keep a close eye on this over the coming months.
How can Altenar support Mexican operators in changing player trends / particular sport preferences over the coming years? What do you have planned?
Any platform needs to stay updated and at Altenar, we are constantly working on the offer, trends and preferences. We understand this part of the business very well and work towards achieving this constant innovation. Our Bet Builder tool was introduced to our customers a while ago and we have also just released some new sports and new markets to combine, alongside unique functionalities in the sportsbook such as player props. This is an exciting time to be a part of Altenar in the region and we are confident we can be a huge player here in the years to come.
Last but not least – what’s your prediction for Mexico over the next five years – how much do you see the market changing?
I believe there will be more participants in the market and a good environment for the online industry to keep growing. LatAm, as a whole, is expanding and although Mexico is a more mature market than many others, the potential to extend our offering across the territory is exciting for us so we are looking forward to seeing how Mexico progresses over the new few years. I believe the changes will be very positive as the jurisdiction becomes more established.
Frederico Caputi brings more than a decade of experience in business development, media planning and events to Brazil office
Altenar, a leading sportsbook and iGaming software provider, has grown its LatAm commercial team with the addition of new Sales Manager, Frederico Caputi.
Frederico brings more than 10 years of experience from strategic roles in sales, business development and affiliate marketing with giants such as Google and Groupon. He also holds vast iGaming and sports betting experience across a varied international landscape, equipping him to offer the deep understanding needed to win in the Brazilian market.
In this new role, Frederico will be based in Brazil and will leverage his knowledge to drive growth for Altenar by fostering relationships with sportsbook operators and partners, negotiating high-value deals and analysing the competitive LatAm landscape from within to inform business strategy.
Altenar began strengthening its leadership team earlier this year with the appointment of Sales Director Sam Hill, who currently focuses on regions including LatAm and Europe. Frederico joins Altenar’s 500-strong employee base as the company seeks to grow its foothold across the rapidly evolving LatAm region.
Charlie Williams, Commercial Director at Altenar, said: “We are delighted to welcome Fred to Altenar at this pivotal time in the industry’s history. His strategic approach and wide-ranging experience means he will bring valuable insights and leverage his contacts to build our position in this highly competitive market.
“Along with a robust and compelling product line-up, it is our people that set us apart and by building such a strong team, we are confident we can meet the needs our operators looking to break into Brazil.”
Frederico Caputi, Sales Manager at Altenar, said: “There couldn’t be a more exciting time to join Altenar, with Brazil’s regulated market inching closer to completion. The potential for Altenar to expand its presence in Brazil and offer localised solutions tailored to the unique demands of the market is immense.
“The market’s untapped potential combined with Altenar’s strong capabilities makes this an exciting time to be involved in the iGaming sector in Brazil. I look forward to working with the wider sales team to drive unprecedented growth for Q4 and beyond.”
Altenar, the leading sportsbook and iGaming software supplier, has upgraded its compelling betting tools offering with the introduction of a new Ganagol game.
The latest addition to Altenar’s software is an alternative form of sports betting which boosts engagement and brand loyalty for operators. Rather than betting on individual events, Ganagol allows players to pay an entry fee for the chance to predict the outcome of a series of events for prizes.
By using the new tool, which is also known as Toto in some parts of the world, players can predict the result of a series of football fixtures, with a clean sweep of correct outcomes winning a large prize, while a specific number of results lands them smaller rewards.
Altenar’s operator partners will also be able to choose the format of the game, including match results or correct scores, to meet their needs, as well as customising the payout structure to allow for weekly prizes or rollover jackpots.
A percentage of the entry fee can be added to the category payments, meaning the prize pot increases in line with the number of participants, adding a sense of anticipation as the potential winnings rise. To add further interest, players can also predict the range of goals scored in the same set of fixtures.
This new release serves as a significant differentiator for operators with an eye on global expansion, with the product particularly popular in LatAm.
Dinos Doxiadis, Sportsbook Product Development Manager at Altenar, said: “This is an uplift of a product that has had great adoption in LatAm.
“The new functionalities give our operators more options to increase user engagement, retention and acquisition. We believe that it is by far the most sophisticated tool of its kind across the industry.”
Mexican bettors demand localization on a different scale. An American approach to sports betting means they differ from other LatAm markets that have moved to decimal or fractional odds. As the population increasingly embraces a mobile-first approach, Altenar’s Sales Manager, Diego Salas, explores why the provider is best placed to meet the unique needs of Mexican operators in the flourishing market.
What is your view of the market at the moment and what makes it so promising?
Over the past three years, Mexican operators have experienced a significant migration from predominantly land-based, brick and mortar operations to an online-focused business model. As a result, more than 70% of sports betting revenue now comes from online customers, with internet and smartphone adoption becoming more widespread across LatAm’s second largest population. The increase in mobile penetration follows the emergence of a younger, more tech-savvy demographic with a median age of 30. They are engaging in sports betting in a more social way.
In keeping with this shift online, we entered 2024 with the release of our white-label mobile app which can be customized and places the sportsbook at its core. Approved across Apple Store and Google Play, it offers accelerated time to market, robust security and options for features such as Early Payout, Bet Builder and Player Specials. The mobile and online channels appeal to a new generation of bettors that require accessible, easy to follow sportsbook products at their fingertips. The app promises an ever-increasing number of sports and competitions with a network of official data partners delivering both quality and speed of data.
How does Mexico differ from its neighbouring markets?
Mexico is a distinct market compared to other Latin American countries and stands out due to its diverse sports culture. It is well known that soccer is the most popular sport in LatAm and at least 90% of bets still come from matches. However, in Mexico, bettors’ tastes are more diverse. Football sits among basketball, baseball, and the NFL as highly popular sports.
Unlike some of its neighbours, Mexico uses an American approach to odds, instead of the European decimal and fractional odds format. Altenar anticipated this difference by offering a flexible, localized platform to cater to specific preferences of Mexican players. Its user interface for Mexican players offers an American odds format to demonstrate provide intuitive navigation.
What will 2024 look like for Altenar in Mexico?
There can be no doubt that LatAm is a major topic of discussion in the industry. The gates are set to swing open to Brazil later in the year and Mexico itself is awaiting some regulatory updates following the legalization of online betting in 2014. As a result, Altenar acknowledges the need for boots on the ground in the continent.
We have just opened a Uruguay office to ensure we can best serve our operator partners across LatAm. We know it is important to them to access people working in the same time zone, who are integrated in their communities. The office will oversee operational aspects and instil confidence in our partners that they will have a team that is more easily accessible than other competitors.
In March and April, we will be at the IV International Gaming Convention in Mexico (12 – 14 March), SAGSE Latam in Argentina (20 – 21 March) and GAT Expo in Colombia (9 – 11 April). Our priorities at these events will be fostering our partnerships in the market and ensuring we are attuned to the regulatory developments across each country. Brazil and Chile are in the process of developing regulations and we are watching those closely, adapting accordingly. We will also be showcasing our flexible platform and features at these events, including our turnkey solution, SSBT and new tools such as Betting Insights, Bet Mentor and Bet Boost. Events are an invaluable way for us to refine our strategies moving forward and we look forward to meeting people over the next month.
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