Altenar
Altenar insight with Hugo Llanos: Tapping into LatAm’s potential
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?
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.
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Altenar, a leading sportsbook provider, has partnered with Logrand Entertainment Group, one of Mexico’s most established and respected casino operators, to deliver its complete sportsbook solution across the operator’s online and retail channels.
Through the agreement, Altenar will deliver a fully-integrated sportsbook experience designed specifically for omni-channel operations. The solution will be deployed across Logrand’s digital brands, jubilee.mx and vivento.mx, while also being integrated directly into the retail environments of its casino venues in cooperation with Calimaco’s platform.
The partnership will enable Logrand to offer a seamless and consistent betting experience wherever players choose to engage.
Recognised for delivering premium entertainment experiences across both land-based and digital channels, Logrand continues to strengthen its position in Mexico’s competitive gaming landscape through strategic technology partnerships and a customer-first approach.
Altenar’s flexible and scalable sportsbook technology will support Logrand’s ambitions with advanced trading capabilities, localisation features, and a platform built to meet the evolving expectations of sports bettors in the Mexican market.
Diego Salas, Sales Director at Altenar, said:
“We are delighted to partner with Logrand. This agreement reflects Altenar’s commitment to delivering market-leading sportsbook technology tailored to local player expectations and operational requirements.
“By bringing our complete omni-channel sportsbook solution to both online and retail environments, we look forward to helping Logrand create an engaging sports betting experience and supporting its continued growth in Mexico.”
Eduardo Peláez, Online Operations Director at Logrand Entertainment Group, added:
“Our players don’t separate ‘retail’ from ‘digital’ the way the industry does — they expect their casino and their sportsbook to recognise them, follow them, and behave the same way regardless of where they are sitting. This partnership with Altenar is how we deliver on that expectation. One sportsbook, one player view, one product running across jubilee.mx, vivento.mx, and our retail venues through Calimaco’s integration.
Choosing Altenar was a long-term decision. We needed a partner with the localisation depth and the technical reach to support Logrand at the scale we are planning for the next phase of growth in Mexico.”
Gerardo González, Sportsbook Manager at Logrand Entertainment Group, added:
“We chose Altenar because we know the local market and we know what our players need. We weren’t just looking for another supplier – we were looking for the right one. With jubilee.mx and vivento.mx, Logrand is stepping up to compete head-on in the Mexican sports betting market, and we are doing it with the right platform to win.”
The partnership further reinforces Altenar’s growing footprint across Latin America and highlights the provider’s ability to deliver adaptable, high-performance sportsbook solutions that help operators expand across both digital and retail channels.
About Altenar
Founded in 2011, Altenar is a leading turnkey sportsbook provider committed to meeting the unique needs of its clients. Renowned for its flexibility and customer-centric approach, Altenar specialises in customising solutions to new markets, audiences, and requirements. With a focus on building enduring partnerships, Altenar aims to be the most partner-oriented iGaming software provider in the industry.
About Logrand Entertainment Group
Logrand is one of Mexico’s most established and respected casino operators, recognised for delivering premium entertainment experiences across both land-based venues and digital platforms. Through continued investment in innovation and customer experience, the company continues to expand its presence in Mexico’s gaming and sports betting market.
The post Logrand partners with Altenar to launch enhanced omni-channel sportsbook experience appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Altenar, a leading sportsbook provider, has partnered with Logrand Entertainment Group, one of Mexico’s most established and respected casino operators, to deliver its complete sportsbook solution across the operator’s online and retail channels.
Through the agreement, Altenar will deliver a fully-integrated sportsbook experience designed specifically for omni-channel operations. The solution will be deployed across Logrand’s digital brands, jubilee.mx and vivento.mx, while also being integrated directly into the retail environments of its casino venues in cooperation with Calimaco’s platform.
The partnership will enable Logrand to offer a seamless and consistent betting experience wherever players choose to engage.
Recognised for delivering premium entertainment experiences across both land-based and digital channels, Logrand continues to strengthen its position in Mexico’s competitive gaming landscape through strategic technology partnerships and a customer-first approach.
Altenar’s flexible and scalable sportsbook technology will support Logrand’s ambitions with advanced trading capabilities, localisation features, and a platform built to meet the evolving expectations of sports bettors in the Mexican market.
Diego Salas, Sales Director at Altenar, said:
“We are delighted to partner with Logrand. This agreement reflects Altenar’s commitment to delivering market-leading sportsbook technology tailored to local player expectations and operational requirements.
“By bringing our complete omni-channel sportsbook solution to both online and retail environments, we look forward to helping Logrand create an engaging sports betting experience and supporting its continued growth in Mexico.”
Eduardo Peláez, Online Operations Director at Logrand Entertainment Group, added:
“Our players don’t separate ‘retail’ from ‘digital’ the way the industry does — they expect their casino and their sportsbook to recognise them, follow them, and behave the same way regardless of where they are sitting. This partnership with Altenar is how we deliver on that expectation. One sportsbook, one player view, one product running across jubilee.mx, vivento.mx, and our retail venues through Calimaco’s integration.
Choosing Altenar was a long-term decision. We needed a partner with the localisation depth and the technical reach to support Logrand at the scale we are planning for the next phase of growth in Mexico.”
Gerardo González, Sportsbook Manager at Logrand Entertainment Group, added:
“We chose Altenar because we know the local market and we know what our players need. We weren’t just looking for another supplier – we were looking for the right one. With jubilee.mx and vivento.mx, Logrand is stepping up to compete head-on in the Mexican sports betting market, and we are doing it with the right platform to win.”
The partnership further reinforces Altenar’s growing footprint across Latin America and highlights the provider’s ability to deliver adaptable, high-performance sportsbook solutions that help operators expand across both digital and retail channels.
About Altenar
Founded in 2011, Altenar is a leading turnkey sportsbook provider committed to meeting the unique needs of its clients. Renowned for its flexibility and customer-centric approach, Altenar specialises in customising solutions to new markets, audiences, and requirements. With a focus on building enduring partnerships, Altenar aims to be the most partner-oriented iGaming software provider in the industry.
About Logrand Entertainment Group
Logrand is one of Mexico’s most established and respected casino operators, recognised for delivering premium entertainment experiences across both land-based venues and digital platforms. Through continued investment in innovation and customer experience, the company continues to expand its presence in Mexico’s gaming and sports betting market.
The post Logrand partners with Altenar to launch enhanced omni-channel sportsbook experience appeared first on Americas iGaming & Sports Betting News.
Leading sportsbook provider joins forces with one of the industry’s most established gaming content and technology brands
18 June, 2026
Altenar, the leading sportsbook and iGaming software provider, has announced a strategic partnership with Greentube, the Digital Gaming and Entertainment Division of NOVOMATIC, in a deal that will further strengthen both companies’ offerings across key regulated European markets.
The agreement will see Greentube integrate Altenar’s sportsbook technology, enabling the company to enhance its sports betting proposition with a scalable, feature-rich solution designed to maximise player engagement and operational performance.
Altenar delivers a fully managed and highly configurable sports betting platform, offering comprehensive pre-match and live betting coverage, advanced risk management, personalised promotional tools, and a flexible framework tailored to the needs of operators in regulated jurisdictions worldwide.
By combining Greentube’s extensive market presence and digital expertise with Altenar’s sportsbook capabilities, the collaboration aims to create new opportunities for growth while providing players with a seamless and engaging betting experience.
Charlie Williams, Commercial Director at Altenar, said:
“We are delighted to partner with Greentube, a company that has built an outstanding reputation for innovation, quality and excellence across the global gaming industry.
“At Altenar, we pride ourselves on delivering a sportsbook solution that combines flexibility, reliability and localisation, enabling operators to create unique experiences for their players while remaining competitive in increasingly demanding markets such as Spain and the UK.
We look forward to working closely with the Greentube team and supporting their continued growth.”
Ronald van den Brink, Chief Commercial Officer at Greentube, added:
“Partnering with Altenar reflects our commitment to evolving our product suite in line with the demands of regulated markets. Our players expect a broad, high-quality entertainment experience, and sports betting is an increasingly important part of that.
Altenar has a strong record in delivering sportsbook solutions that perform across diverse jurisdictions, and by bringing that capability together with our content portfolio and technology platform, we’re well placed to offer something compelling in markets where the bar for quality continues to rise.”
The collaboration is expected to unlock new opportunities for growth while delivering enhanced value to operators and players alike.
About Altenar
Founded in 2011, Altenar is a leading turnkey sportsbook provider committed to meeting the unique needs of its clients. Renowned for its flexibility and customer-centric approach, Altenar specialises in customising solutions to new markets, audiences and requirements. With a focus on building enduring partnerships, Altenar aims to be the most partner-oriented iGaming software provider in the industry.
About Greentube
Step inside the “Home of Games” with Greentube, delivering safe and secure casino entertainment to players around the world. As the NOVOMATIC Digital Gaming and Entertainment division, Greentube offers a diversified portfolio of Video Slots, Table Games, AWP Reloaded Slots, Server-Based Gaming, Social Casino Gaming, Video Bingo and more. Greentube’s omnichannel technology is at the forefront of gaming innovation and converges online, mobile and land-based gaming.
The post Altenar and Greentube Announce Strategic Sportsbook Partnership appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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