Altenar

Altenar insight with Hugo Llanos: Tapping into LatAm’s potential

Published

2 years ago

March 22, 2023

With the LatAm market continuing to fulfil its untapped potential, there is still plenty of decision-making and exciting news to come from the region. With a vision to succeed in Latin America, we sat down with Altenar’s Americas’ Regional Director, Hugo Llanos, to discuss what he believes will happen in the next 12 months.

Talk us through Altenar’s vision for LatAm and success in 2022 – what’s been key to making Altenar one of the most popular providers in the region?

Altenar is one of the best sportsbook platforms currently operating in LatAm. We support and provide our award-winning service to some of the most important operators across multiple countries throughout the region, such as Brazil, Peru, Ecuador, Colombia, Mexico and all the way up to Canada. I believe our success lies in both our flexibility and ability to be truly more of a partner in success to our operators, rather than just a provider. We work hand in hand with each of our customers in order for us to help them achieve their objectives.

In your view, how is the LatAm market currently faring? Is it ahead of where you expected to be or is there more work to be done?

European Gaming Congress 2024 (Warsaw, Poland)

The industry used to think of LatAm as the next big thing, a place full of potential that was sitting there waiting to be served. Now a very established continent for online betting, I believe LatAm has already proven to be a very important region for sports betting and iGaming, and one that is really rewarding to the right brands. To achieve that, it has taken local content, local knowledge and a different way of reaching out to the customers. We have come a long way and you can see there are many operators within the region working hard on getting their brands known. Just like all success in business, there’s always more work to be done, but this time I believe it would be more in terms of regulation as the products are now innovating in their own right.

The decision on Uruguay’s bill is set to be discussed further in March. If legislation passes there, how successful do you think that region will be?

Uruguay is a small country in terms of population, but it has always been ahead of the new trends when it comes to discussing hot topics and even including new laws. I honestly believe Uruguay regulating sports betting will really put pressure on others within the region to regulate themselves – and one would hope it would provide a further domino effect for new markets to come online.

Colombia was the first to have the bill passed and they began regulated online gambling in 2016. What does the future hold for quite a mature market now?

Colombia is a real case study of success for LatAm. Since the very beginning of its regulatory process, they had operators signing up and working from the off. Right now, 17 operators are now live in the country, and more licences are expected to be issued in the very near future. Thanks to Coljuegos’ pro-active approach, the local audience was able to find quality entertainment, with the government providing a trusted environment for it to be enjoyed. The economic benefits are also clear, as the iGaming industry creates a lot of jobs directly and indirectly for Colombia given the funding provided via taxation of the industry. As we can see, regulation, when done correctly like Coljuegos has done, is a win-win situation. Of course, given such a conducive environment, I see plenty more room for the industry to keep growing there.

What makes the LatAm market different from any other across the world and why is it so appealing?

For me, it’s two key things – the first being the sheer size of the population (just look at Brazil!), as well as of course the pure passion Latin America has for its sports. Of course, this passion translates into betting and given the demographics, it has the potential to unlock an extensive potential customer-base. As is well known, most of the continent speaks the same language (although each country has its slight variations) except, of course, for Brazil, which in many ways is a sub-continent in its own right and one which holds significant appeal for the industry once it properly regulates.

Where do you see the LatAm region a year from now?

I do believe more countries will be regulating their online environments, and this will create a scenario under which many more providers will be emerging onto the scene, which will no doubt fuel competition, and in turn, innovation. Alongside that, the need to differentiate will create a greater imperative to take a fresher approach to marketing and advertising, but it is no doubt a challenge that the best brands will welcome, as all businesses should. For me, working with LatAm for so long has been a very fun place to operate, and I’m very happy to be part of such an exciting journey.

Altenar

Altenar accelerates LatAm growth with appointment of new regional Sales Manager

Published

3 months ago

September 10, 2024

GamingAmericas.com

altenar-accelerates-latam-growth-with-appointment-of-new-regional-sales-manager

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

Altenar releases new Ganagol tool as key differentiator for LatAm markets

Published

4 months ago

September 5, 2024

GamingAmericas.com

altenar-releases-new-ganagol-tool-as-key-differentiator-for-latam-markets

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.”

Altenar

Mexico in 2024: Committed to the cause

Published

10 months ago

March 11, 2024

GamingAmericas.com

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.