Altenar
One year on: Showcasing Altenar’s Ontario success
Twelve months ago, Altenar made a name for itself as one of the first major European sportsbook providers to go live in Canada’s nascent regulated province of Ontario.
With the market now in its second year of being regulated, we spoke to Altenar’s Head of Sales, Antonino Barra, to hear more about the success Altenar’s market-leading technology has brought to Ontario, as well as the award-winning provider’s expectations for the year ahead.
It is almost a year since Altenar entered Ontario. How have you settled into the region and how has the product been received?
We’ve been live in the region with a big-name operator since the early days of the market being regulated back in early 2022. Overall, business has been fantastic – we can see how much demand there is for sports betting in Ontario thanks to the influx of very successful teams across a wide range of sports, including the Canadian Football League.
When we went live in the market back in April 2022, we envisaged a bright start for us, and it has presented a significant opportunity to develop and implement our bespoke trading and pricing models for Canada’s most popular sports. Without a doubt, we have one of the best trading teams in the industry and we’ve got some fantastic case studies to back it up. All in all, it’s been an excellent first year and our products have been incredibly well received.
What is attractive about the region from a sportsbook point of view?
Ontario loves sport, so it has been a great experience for us so far. Teams such as the Toronto Blue Jays, Toronto Raptors and the Ottawa Senators are all well supported, and this is evidenced in the extensive popularity we’re seeing when it comes to sports betting on some of Canada’s best-loved sports.
According to iGaming Ontario’s first year’s performance report, Basketball was the most popular sport to bet on, accounting for 29% of all wagers, followed by soccer (15%), football (13%), hockey (9%), and baseball (8%). Sports categories include bets on a variety of athletic activities, including but not limited to professional leagues. Having such a diverse range of sports has proven to be a fantastic challenge for our trading teams and we’ve really enjoyed becoming localised experts on North American sports!
Did you set any targets for your first year in Ontario and did you achieve them?
Being able to provide a full solution to players in Ontario, with one of the most comprehensive sports betting propositions available, was also another OKR we put a lot of effort into achieving. A crucial differentiator was to provide a bespoke provision of ad hoc services that could be tailored to exactly what Canadian players have been looking for. So far, it has been great to see all of these vital targets reached and we look forward to surpassing them.
What advantages does Canada offer as opposed to LatAm or the US?
When we compare Ontario to the LatAm region, we must understand that the market is less granular. The legal framework allows space to offer different business plans and enables us to have been one of Ontario’s true pioneers.
In LatAm, it is easy to be overpowered by certain operators who hold too much sway, given some jurisdictions have big name operators holding up to 75% of market share. The retail vs. online split is also hugely different, in that Canada is hugely online-first, while in LatAm – retail will always be the flagship brand.
Looking at comparisons with the US, the cost can be hugely prohibitive in comparison as you have to go through the licensing process for each new US state. As a result, the bureaucratic hurdles involved in making that happen require a vast provision of resources, as well as the risks involved in the land-based lobby slowing down any launch process.
On the other hand, when examining the situation in Ontario, it becomes apparent that the regulatory framework is remarkably flexible, offering a highly convenient platform for sportsbooks venturing into the North American market for the first time. This aspect serves as a significant incentive for numerous European brands to establish their presence in North America prior to expanding further south. The market’s favourable reputation stems from its commendable ability to provide tailored conditions that are exceptionally conducive to growth.
How does the next 12 months look? Do you expect to branch into other provinces as they come online?
Absolutely. As it stands, Ontario is the only province that currently offers a licence and is open for entrants, but we will look to target all provinces as they slowly come online. The next couple I expect to follow suit are Alberta and British Columbia, and we’ll be first in the queue for those. The current status regarding lotteries is that they have a monopolistic hold over these provinces, just like we’ve seen with land-based and tribal influence in the US. Of course, Canadian lotteries have a vested interest in seeing themselves hold onto the market so this will be an interesting development to keep an eye on.
For 2023 to 2024, we’ll be focused on solid growth and helping new operators develop and grow their operations to become verifiable contenders.
Finally, given the economic outlook over in Europe – and indeed, the likely contractions faced, there’s plenty of fortune awaiting on the western side of the Atlantic, so we’d certainly encourage brands looking for a better outlook to set foot in here – it’s a place to be watched with interest.
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.
Altenar’s status as a leading sportsbook provider in South America has been further boosted with the opening of a new office in Uruguay.
The new hub, located in Costa Rica Street 1667, in Carrasco, Montevideo, will be the base for around 15 members of staff and strengthen the company’s support for iGaming operators in the LatAm region.
Altenar has been providing betting services in South America for several years during an exciting time for the industry in the region as several countries have moved toward legalizing and regulating sports betting.
Regional Director Hugo Llanos said: “I am very excited about it, I think it is going to be a good solution for us in terms of the time zone mostly.
“We do have a lot of activity and products that are to do with this time zone, American sports, Copa Libertadores, Copa America, and of course the major leagues around the region such as Brazil, Mexico and others alike. We have customers across the region so it is important to assure them of our commitment to their operations and our support towards their objectives.”
Altenar
ReactivAction Limited Partners with Fast Track to Underpin Growth Strategy, Starting with the Brazilian Market
ReactivAction Limited, an ambitious new player in the iGaming industry offering online casino games and sports betting, has gone live with Fast Track, marking a strategic move to cement a stronghold across multiple markets, starting with Brazil.
This partnership not only marks a dynamic alliance but also a ground-breaking integration of Fast Track with Altenar’s renowned player account management (PAM) platform. This innovative collaboration highlights Fast Track’s exceptional ability to seamlessly integrate with various leading iGaming systems, further cementing its position as the industry’s most versatile and adaptable CRM solution provider.
With plans to expand beyond Brazil into Canada, New Zealand and Ireland through a second brand, ReactivAction Limited was on the lookout for a long-term partner that not only understands its growth trajectory but is also a critical driving force behind its growth. By leveraging Fast Track’s state-of-the-art AI-driven tools, lifecycle automation and real-time data analytics, ReactivAction Limited is poised to elevate its player engagement and retention strategies. This advanced technology empowers ReactivAction Limited to customize communications, personalised promotions and bonuses, aligning them with individual preferences and behaviours for a more tailored and engaging gaming experience.
“We were looking for a platform that sets us up for success from day one, making it possible to execute and automate the entire retention strategy, a system that could scale and mould around our expansion and provide solutions to our unique challenges,” the Director for ReactivAction Limited, Leone Stranges, said. “Fast Track’s lifecycle templates, real-time capabilities and experience within the industry made it a straightforward choice.”
“We are always excited at the prospect of empowering a forward-thinking operator through our platform,” the founder and Chief Executive Officer for Fast Track, Simon Lidzen, said. “We look forward to a fruitful long-term relationship to support ReactivAction Limited’s growth trajectory as it expands its brand into new markets.”
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