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Thanos Marinos (MD Greece at Betsson Group) explains Betsson’s strategy in Greece

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Today we also sat down with Athanasios-Thanos Marinos – MD Greece at Betsson Group, and talked about the Greek gambling industry.

Betsson has been active in the Greek market for 12 months now. Has the market performed in line with expectations?

We launched Betsson in Greece on 11 June, 2021, and since then we have gained incredible traction in the market. This is because we have leveraged the tremendous experience we have gained in other jurisdictions and used it to deliver a superior player experience in Greece. This includes providing players with access to a wide range of casino games and a compelling sportsbook product, underpinned by award-winning customer support. This has enabled us to gain a significant share of the market in a short space of time and this is something we will now build on as we continue to improve the product and experience we offer to players in Greece, and as the market continues to mature and grow.

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What drew Betsson to Greece in the first place?

Greece is one of the largest markets in Europe, so it was a natural step for Betsson to apply for a licence from the Hellenic Gaming Commission when it moved to a regulated model in 2021. To not only secure this licence but to be the first operator to do so was an incredibly proud moment for us and is evidence of our position as a leading regulated markets operator. Today, we hold licences in 19 jurisdictions around the world with an ambitious strategy to enter even more regulated markets over the coming months and years.

 

What are the key challenges faced when entering a newly regulated market? How are these challenges overcome?

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There are always plenty of challenges faced when entering new markets and this is why it is incredibly important to carry out thorough research before applying for a licence. Operators must understand what players are looking for from an online casino and/or sportsbook and then determine whether they are able to offer this or not while being fully compliant with the regulations in place. This research also helps when it comes to localisation and understanding what it will take to not only compete with but stand out from other brands in the market.

Understanding the regulations is also a must. This is the only way to ensure that the licensing process is smooth and seamless, and that time is not lost going back and forth with the regulator over issues that can be avoided by simply following the rules that are in place. It must be said that the Hellenic Gaming Commission was incredibly professional in this regard and went to great lengths to support operators throughout the process while also ensuring its standards were being met and that players were protected.

Of course, we had to make sure that we had the necessary resources and infrastructure in place to overcome any challenges faced – from regulation to tax to compliance – in order to secure our Greek licence and successfully enter the market.

 

The market is growing quickly. What is driving this growth and what role is Betsson playing in this? 

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The market is growing incredibly quickly, and we expect this to continue for several years to come. This will be driven by more players becoming aware that online sportsbook and casino is legal and regulated, and available to them. This will see many consumers shift away from playing at land-based venues to playing on their laptops, tablets and smartphones. We plan to spearhead this growth by continuing to deliver a superior experience to our players.

 

What player trends are emerging? How do these preferences compare to other regulated markets in Europe? 

Due to the pandemic and the lack of sporting events we saw an uptick in online casino play and also in the popularity of virtuals. While the return of sports has seen many players transition back, virtual  games and in-play are still incredibly popular across both sports betting and casino. What’s more, mobile is very much the dominant channel of play, and we are capturing a huge share of the mobile market in Greece and right across Europe thanks to the Betsson Native Mobile App which has won several industry awards.

 

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Is live casino popular with players? If so, what makes it so popular?

Live casino is actually one of the best performing verticals in Greece, both for Betsson and the wider market. That is why we have partnered with innovative live dealer providers who continue to launch new games and features that ensure our players can enjoy the most engaging and entertaining live experience with Betsson. In terms of what makes it so popular, it is the combination of the thrilling gameplay, the authentic casino environment and the interaction with the dealer and other players.

 

How have you localised your brands for the Greek market?

Localisation is absolutely key in Greece. We are competing with retail brands that have been active in the market for more than a decade and know exactly what players are looking for. For Betsson, we are firm believers that a one-size-fits-all approach is very much a thing of the past and that is why we see localisation as an ongoing task with us always looking at new ways of offering a more personalised player experience.

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Of course, it is just as important to gain brand awareness and engage with players and to do that we have rolled out a number of marketing initiatives. This includes sponsoring the SuperLeague2, which was renamed the Betsson SuperLeague2. The goal here was to be present at all of the 32 football grounds in Greece rather than just supporting one or two of the big teams.

Other sponsorship agreements entered include the Rally Acropolis WRC and the International Cycling Tour of Greece. These agreements around high-profile sporting events allow us to generate brand awareness both locally and internationally, so they deliver huge value.

 

What will the Greek market look like in another 12 months’ time? 

It will look a lot more competitive, that’s for sure. We expect to see more operators enter the market over the next 12 months and that will undoubtedly lead to some level of consolidation. The market itself will grow and evolve and we expect the Hellenic Gaming Commission to roll out several important initiatives that will help the land-based sector develop and become more involved with the online market.

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Is Betsson committed to Greece for the long term? What plans do you have for the market? 

Betsson is here to stay, and we have high expectations for the Greek market. We are a challenger brand right now but very soon, with hard work and commitment, we plan to become one of the top brands in the country. We have even opened a tech hub in Athens and have a number of Betssonites working in Greece to ensure that we really understand the market and what players are looking for. There is no better way of doing this than having boots on the ground.

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Allan Petrilli Managing Director of Acquire.bet

Social media: the new frontier for betting engagement?

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Since the dawn of the internet, social media platforms have been a great way for people to stay in touch. And as mobile technologies have continued to advance, we’re now more connected than ever. In fact, you’d be hard pressed to find someone who doesn’t have a social media presence nowadays.

From Facebook and Instagram to LinkedIn and even TikTok, social media apps have become a staple of our daily lives. So, it’s no surprise that gambling brands are looking towards such platforms as a means of tapping into new audiences.

We spoke to Allan Petrilli, Managing Director of Acquire.Bet, and Troy Paul, CEO and Co-Founder of SGG Media, to ask whether social media is going to become the next battleground for audience engagement.

 

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BetMGM recently made the news after partnering with the social media platform X, formerly known as Twitter, in a deal which has made the operator the first online sportsbook embedded within a major social media platform. In your view, what could this agreement mean for the industry?

Troy Paul: It is a very smart play for BetMGM. If operators want to reach the new generation of gamblers, aged 21 to 40, they MUST establish a solid presence on social media.

Ultimately, social media is where this generation gets their news, sports updates, scores and share content with their groups of friends. Ignoring the power of social media would be a big mistake.

 

Could partnerships with social media platforms be the way forward for gambling operators to reach new demographics of players? If so, what impact could such agreements have on player engagement, and subsequently, player acquisition costs?

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Allan Petrilli: Deals such as the one signed between BetMGM and X, or DraftKings and Apple Sports, are examples of sports betting brands getting more creative in how they plan to boost brand awareness and consumer trust. They are deviating away from the more traditional advertising models such as TV and other forms of above the line media.

Focusing specifically on the BetMGM agreement, X is a vibrant, passionate community that is heavily engrained in sports. It really seems like a great fit for what BetMGM is trying to do from a brand perspective.

X is also a hotpot of bettors, and this will ensure they are more heavily engaged with the brand. When it comes to lower customer acquisition costs (CAC), that is yet to be determined, as they haven’t released specifics of the deal. As it always goes, it depends on what they paid…

Troy Paul: Absolutely! Partnerships between social media platforms and gambling operators will be key for those who want to communicate with the more digital conscious bettors. If you then compare this to advertising verticals such as television and radio, social media advertising is also much more cost-effective.

 

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Affiliates can be an effective way to engage with bettors across social media platforms. How can gambling companies better use affiliates to build a social media following?

Allan Petrilli: Micro-influencers are becoming more popular than ever as a significant driver of affiliate traffic, and this is due to their strong follower engagement and brand loyalty.

Many affiliate companies have SIGNIFICANT social presence and have already established their own communities. These types of partnerships can effectively give brands access to a whole new demographic of customers in a more organic fashion.

Operators needs to continue to offer their social partners a more organic way to drive traffic, with shareable bet slips, better deep-linking and more thoughtful partnerships. As these partnerships become more commonplace, operators, affiliates and social media partners will need to collaborate much more closely to find the most effective strategies to build new communities.

 

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As more operators turn their attention towards social media as a marketing tool, how can they best stand out from the crowd? Could we soon see more brands getting creative with their campaigns?

Troy Paul: Social media should be used to create a COMMUNITY of sports fans, and sports gamblers. You cannot create a community by sending only ads. You must create fun, readable, informative CONTENT and occasionally drop in an ad or sign-up link. Content is King in this regard.

As the sports gambling world continues to mature, the smarter, savvier operators will continue to use social media as a means of retaining their customers and creating a social media-led community of loyal customers that not only enjoy their content but also continue to bet via their brand.

Allan Petrilli: Standing out from the crowd isn’t going to be an easy task. You really need to establish your brand identity. The real question is: who is going to be the Paddy Power of the US market, right?

In the US, I think that so far, we have seen quite a buttoned-up approach to social media. I do expect that to change, but I think that change will be quite slow at first. This is where micro-influencers could play a major role, they could really offer a big win potential for sportsbooks and casinos.

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Just from what I have seen, I think that many brands can take a much more localised approach on social media. The power for targeting is there, the time is not to have creative, offers, etc that match the local bettor to better engaged, convert and retain them.

 

With that in mind, what role can multimedia assets, such as video and audio, play in driving brand recognition?

Allan Petrilli: Creative content, along with more engaging offers, are the lifeline of any campaign or branding exercise. Brands need a strong mix of branded video, user-generated content, live and pre-game content, and cross-platform retargeting strategies to get the most out of what they do. It’s all about striking that balance and delivering content that the end-customer finds interesting.

Troy Paul: Video-led content is super important if you want to drive brand recognition. The savvier operators will use platforms such as Instagram, YouTube, Twitch, TikTok and other video platforms to create those communities and establish a solid following. Millennials and Gen-Z have been shown to enjoy this quicker, more engaging form of content so it’s worth tapping into the world of video content.

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When it comes to promoting odds and betting statistics on social media, how can the industry as a whole ensure that player protection remains at the forefront of any social media activity?

Allan Petrilli: The first thing that sportsbooks and casinos need to do is look at how they are targeting their customers and how they are informing their bettors about exclusion lists. The power is there, it just needs to be used properly.

More educational content is also a very important factor when looking to ensure that responsible gambling remains at the forefront of your social strategy. Throwing around $5000 sign up bonuses without ensuring players understand what they are getting into is a potential issue. That doesn’t always need to be in the ad, but brand should at least be introducing better landing pages and terms for players to be aware.

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Sponsors Spotlight: NSoft “Crashes” Compliance Challenges and Cashes on Gaming Experience

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Ahead of the highly-anticipated Prague Gaming & TECH Summit, organizer HIPTHER is thrilled to introduce and put the spotlight on the companies and people that help make the magic happen: our conference sponsors! These innovative, accomplished professionals and teams make magic happen everyday, and they will be joining us at the Prague Gaming & TECH Summit 2024 taking place on 26-27 March, to share insights, network and collaborate with you! Get to know them, connect, and meet them in Prague!

 

In this Sponsors Spotlight Interview the #hipthers meet Zlatan Omerspahić, Head of Legal and Compliance at NSoft, Pen and Paper Sponsors of the upcoming Prague Gaming & TECH Summit. Zlatan will be a Speaker at the Summit, offering valuable insights at the panel about “Compliance Challenges and Opportunities in the Balkan Gambling Industry”.

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Hello Zlatan, thank you for taking the time for this interview. We are thrilled to get to know you and introduce you to our readers! Can you tell us a bit about yourself and your role at NSoft, as well as what excites you most about being a part of the iGaming industry?

Hello, and thank you for having me! My name is Zlatan Omerspahić, and I’m the Head of Legal and Compliance at NSoft, a leading technology company specializing in software solutions for the gaming and betting industry.

In my role, I oversee the legal and regulatory aspects of our operations, ensuring that our products and services not only meet but exceed industry standards from legal and compliance perspective.

What excites me most about being part of the iGaming industry is the dynamic and innovative nature of this field. It’s an area that’s constantly evolving, with new technologies and regulatory challenges emerging all the time.

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This keeps us on our toes and requires a proactive and forward-thinking approach to navigate the landscape successfully. Additionally, the opportunity to work on a global scale, adapting to diverse legal and cultural environments, is incredibly rewarding.

Being part of NSoft means I’m directly involved in shaping the future of gaming and betting, making it safer and more enjoyable for users around the world. The pace of change and the impact of our work on the industry and its participants make every day exciting and fulfilling.

 

NSoft is one of the most successful iGaming and Sports Betting Software companies in the industry, boasting a long history and a variety of betting solutions. What strategies or innovations do you employ to ensure compliance in the iGaming industry, and what sets NSoft apart in this area?

NSoft stands at the forefront of the iGaming and sports betting industry, thanks to our relentless commitment to innovation, quality, and, most importantly, compliance. In an industry as dynamic and regulated as iGaming, staying ahead of the curve in compliance is not just a necessity but a core aspect of our business strategy.

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One of the key strategies we employ at NSoft to ensure compliance is our proactive approach to regulatory changes. We closely monitor emerging regulations and trends in every market we operate in, ensuring that our solutions are not only compliant at the time of deployment but are also designed with the flexibility to adapt to future regulatory shifts. This foresight allows us to provide our partners with products that are sustainable and compliant in the long term.

Furthermore, NSoft invests heavily in technology and people to maintain our compliance standards. Our compliance team works in tandem with our product development teams to integrate compliance requirements seamlessly into our software solutions from the ground up. This integration ensures that our products are not only innovative and user-friendly but also adhere to the highest compliance standards.

What sets NSoft apart in this area is our holistic approach to compliance. We view it as an integral part of the user experience and product design, rather than as a separate or external process. This approach ensures that compliance is embedded in the DNA of our products and services, making them inherently compliant and reducing the compliance burden for our clients.

Additionally, our commitment to responsible gaming is unwavering. We continuously develop and integrate features that promote safe gaming practices, ensuring that end-users can enjoy our products responsibly. This commitment to responsible gaming not only reinforces our stance on compliance but also builds trust with our partners and their customers.

 

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NSoft is an omnichannel betting and gaming software provider, covering both land-based and online betting. Are there any notable differences between the regulatory frameworks for land-based and online gambling, and how does NSoft navigate these differences in its omnichannel approach?

Navigating the regulatory landscapes of land-based and online gambling is indeed one of the most intricate aspects of providing omnichannel betting and gaming solutions. The regulatory frameworks for these two sectors can vary significantly not only between different jurisdictions but also in terms of the specific compliance requirements within each domain.

In the realm of land-based gambling, regulations often focus on the physical aspects of gaming, such as the location and operation of betting shops, casinos, and gaming machines. These regulations can include zoning laws, operational hours, and specific requirements for hardware and software used in gambling operations.

When NSoft first started, our primary focus was on the Balkan market’s land-based sector, which provided us with deep insights into the nuances of operating within tightly regulated physical environments.

As we expanded into the online and global markets, we encountered a different set of regulatory challenges. Online gambling regulations tend to focus more on digital security, data protection, and consumer safeguards, such as responsible gaming measures and anti-money laundering (AML) protocols.

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The digital nature of online gambling also introduces complexities related to cross-border service provision and jurisdictional overlaps.

NSoft’s omnichannel approach is designed to adeptly navigate these differences by ensuring that our solutions are versatile and compliant across all platforms. We achieve this through several strategies:

  • Modular Software Design: Our products are built with modular designs, allowing us to easily adapt and configure them to meet the specific regulatory requirements of both land-based and online operations in any jurisdiction. This flexibility is key to our ability to provide tailored solutions that comply with local regulations.
  • Continuous Compliance Monitoring: We have dedicated teams that continuously monitor regulatory developments in all markets we operate in. This proactive approach ensures that our solutions remain compliant as regulations evolve, whether they pertain to land-based or online gambling.
  • Integrated Compliance Features: Our software includes integrated features that address the common regulatory denominators in both sectors, such as player identification and verification, transaction monitoring, and responsible gaming controls. These built-in compliance features simplify the process of meeting regulatory requirements for our clients, regardless of the channel.
  • Local Partnerships: Understanding that local knowledge is invaluable, we engage with local partners and regulatory bodies to ensure our solutions meet the specific needs and compliance standards of each market. This collaboration is particularly beneficial when adapting our solutions to new jurisdictions or sectors.

By leveraging these strategies, NSoft successfully delivers compliant, cutting-edge betting and gaming solutions that serve the diverse needs of the land-based and online sectors, ensuring a seamless and secure experience for operators and their customers alike.

 

Speaking of land-based gaming, NSoft recently announced the exciting “Crash Cash” title designed for brick-and-mortar betting shops. Can you share more about it and discuss the regulatory challenges associated with its implementation?

We’re indeed excited about our latest addition to the NSoft portfolio, “Crash Cash,” which is designed to bring a fresh and engaging experience to players in brick-and-mortar betting shops.

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Crash games are usually created for online gameplay where players must cash out before the aircraft crashes. We are embracing this popular online concept and giving it a fresh twist in the land-based environment with the Crash Cash game. Retail players must predict and select a multiplier below which they believe the crash will occur.

We’re not only excited about introducing “Crash Cash” to our portfolio but also thrilled about the unique way we showcased it at ICE London 2024. To bring “Crash Cash” closer to the audience and let them experience the thrill of the game firsthand, we organized a prize contest that was nothing short of spectacular.

Participants at the event had the opportunity to play “Crash Cash” by filling out a ticket and placing it into a box for a random draw. This interactive experience allowed participants to engage with the game directly, adding an element of real-world excitement to the virtual gameplay.

The stakes of the contest were high, with the winner taking home a technological marvel – the T-1000 PRO betting terminal, valued at 5,000 EUR. This prize is not just a piece of equipment; it’s essentially a bet shop on its own, encapsulated within a stunning metal frame design. The T-1000 PRO represents the cutting edge of betting terminal technology, combining sleek aesthetics with robust functionality to deliver an unparalleled user experience.

This contest, centered around “Crash Cash,” was more than just a promotional activity; it was a testament to NSoft’s commitment to innovation and engagement. By allowing participants to experience “Crash Cash” in such an interactive and high-stakes format, we highlighted the game’s potential to captivate players and add value to brick-and-mortar betting operations.

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When it comes to implementing new games like “Crash Cash” in land-based settings, regulatory challenges are a significant consideration.

These challenges primarily revolve around ensuring that the game complies with the specific regulations governing physical betting operations in each jurisdiction. This can include rules related to game randomness and fairness, payout ratios, and the physical security of gaming terminals.

To navigate these challenges, NSoft adopts a comprehensive approach that includes:

  • Certification and Testing: Before launching any new game, including “Crash Cash,” we ensure it undergoes rigorous testing and certification by accredited gaming laboratories. This process verifies that the game meets all regulatory requirements related to game fairness and integrity.
  • Customizable Game Settings: Recognizing the diversity of regulatory environments, “Crash Cash,” like all NSoft games, is designed with customizable settings. This allows operators to adjust the game parameters, such as payout ratios and bet limits, to comply with local regulations.
  • Training and Support: We provide comprehensive training and support to our partners, ensuring that they understand the regulatory requirements and how to operate “Crash Cash” within those constraints. This support extends to assisting with compliance documentation and liaising with regulatory bodies if necessary.
  • Responsible Gaming Features: In line with our commitment to responsible gaming, “Crash Cash” includes features designed to promote safe gambling practices. These include self-limitation options for players and mechanisms for operators to monitor and intervene if problematic gambling behavior is detected.

Everything mentioned above is based on clearly and fairly partnership with our clients.

By proactively addressing these regulatory challenges, we ensure that “Crash Cash” can be seamlessly integrated into land-based betting shops, providing a new and exciting game option that is both compliant and engaging for players.

 

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Your panel at the Prague Gaming & TECH Summit will explore “Compliance Challenges and Opportunities in the Balkan Gambling Industry.” Could you provide our readers with a sneak peek into some key discussion points or insights they can expect?

I’m truly looking forward to participating in the panel discussion at the Prague Gaming & TECH Summit, where we will delve into the intricate world of compliance challenges and opportunities in the Balkan gambling industry.

The region presents a unique set of regulatory landscapes, each with its distinct nuances, which makes it a fascinating case study for anyone interested in the global gaming and betting sector.

Here are some key discussion points and insights attendees can expect from the panel:

  • Diverse Regulatory Environments: The Balkans consist of multiple countries, each with its own legal framework governing gambling. We’ll discuss how these varying regulations impact operators and service providers, and how businesses can navigate this complex environment effectively.
  • Emerging Trends in Regulation: We’ll explore recent regulatory trends in the region, such as increased emphasis on responsible gaming, digital identity verification, and anti-money laundering measures. Understanding these trends is crucial for staying compliant and competitive in the market.
  • Technology’s Role in Compliance: The panel will also highlight how technology can be leveraged to address compliance challenges. From sophisticated player verification systems to AI-driven tools for detecting problematic gambling behaviour, technological innovations are at the forefront of compliance solutions.
  • Cross-Border Challenges: Given the geographic proximity and cultural connections between Balkan countries, cross-border gambling is a significant topic. We’ll examine the challenges and opportunities that arise from cross-border betting and how operators can manage them.
  • Opportunities for Growth: Despite the challenges, the Balkan gambling market is ripe with opportunities. We’ll discuss how operators and service providers can capitalize on these opportunities by adopting innovative approaches, forging strategic partnerships, and staying ahead of regulatory changes.
  • Case Studies: Expect to hear real-world examples and case studies demonstrating how businesses in the region have successfully navigated the compliance landscape, highlighting practical strategies that can be applied across the industry.

The panel aims to provide a comprehensive overview of the compliance landscape in the Balkans, offering valuable insights not just for those operating in the region but also for global stakeholders interested in understanding the dynamics of a diverse and rapidly evolving market.

 

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As NSoft’s Head of Legal & Compliance, what advice do you have for betting operators, both new and seasoned, when it comes to selecting game providers and titles to ensure compliance and maximize success?

As NSoft’s Head of Legal & Compliance, I’ve seen firsthand the critical importance of compliance in ensuring the longevity and success of betting operations.

My advice to betting operators, whether they are new to the industry or seasoned veterans, revolves around a few key considerations when selecting game providers and titles:

  • Rigorous Due Diligence: Before partnering with a game provider, conduct thorough due diligence to assess their compliance track record. This includes reviewing their licensing status, previous regulatory issues, and the robustness of their compliance programs. A provider with a strong compliance ethos will significantly reduce the risk of regulatory complications down the line.
  • Alignment with Regulatory Requirements: Ensure that the game titles you select meet the specific regulatory requirements of your operating jurisdictions. This involves not only the current legal landscape but also an awareness of potential regulatory changes. Game providers that offer flexible and adaptable solutions will be valuable partners as regulations evolve.
  • Commitment to Responsible Gaming: Choose providers that prioritize responsible gaming and integrate features that promote safe gambling practices within their games. This not only aligns with regulatory expectations but also fosters trust among your customers and contributes to a sustainable gambling environment.
  • Technical Standards and Certifications: Verify that the game providers adhere to high technical standards and that their games are certified by reputable testing laboratories. This ensures the fairness and integrity of the games, which is crucial for maintaining customer trust and meeting regulatory standards.
  • Transparent and Open Communication: Opt for providers that maintain open lines of communication regarding compliance and regulatory matters. A collaborative approach to compliance can help anticipate and mitigate potential issues, ensuring a smoother operational flow.
  • Innovative and Engaging Content: While compliance is paramount, it’s also essential to select game titles that are innovative and engaging to ensure commercial success. Providers that balance regulatory compliance with cutting-edge, appealing content will contribute most to your success.
  • Consider Local Market Preferences: Understand the preferences and trends of your target market. Game providers that offer localized content and are adaptable to the cultural nuances of your operating regions can significantly enhance player engagement and retention.

By prioritizing these considerations, betting operators can forge successful partnerships with game providers, ensuring not only compliance but also a compelling and responsible gaming experience for their customers.

The synergy between compliance and commercial success is critical, and selecting the right game providers is a pivotal step in achieving that balance.

 

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Thank you for this insightful interview, Zlatan! We look forward to meeting you at the Prague Gaming & TECH Summit, and hearing your valuable insights on Compliance Challenges and Opportunities in the Balkan Gambling Industry.

Join us in Prague to connect with Zlatan and the NSoft Team: Get your Tickets to the Prague Gaming & TECH Summit Now!

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Altenar

Mexico in 2024: Committed to the cause

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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.

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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.

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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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