Brendon Jeacocks, Altenar: “We see South Africa as a place where long-term investment makes sense”

Brendon Jeacocks spoke to Focus Gaming News about his new role as Regional Director in South Africa at Altenar.

Exclusive interview.- Earlier this week, Altenar announced the appointment of Brendon Jeacocks as regional director in South Africa to drive growth for the company in the country, where it already offers its tailored premium data providers, localised sports offering and mobile app aimed at players in the mobile-first market.

In this exclusive interview with Focus Gaming News, Jeacocks shares his vision for Altenar’s expansion in South Africa and reveals what key opportunities and challenges he sees in building strong relationships with South African operators.

You have joined Altenar at a pivotal time for the African igaming sector. What does this role mean to you, and why is South Africa such an important focus for the company right now?  

I’m genuinely excited to be joining Altenar – it’s a meaningful step for me; it’s a unique opportunity to help guide the company in Africa’s fast-growing gaming landscape.  

South Africa feels like a natural focus; it’s a mature market, well-regulated, and built for sustainable growth. We see the market as a place where long-term investment makes sense, and where there’s scope to adapt our offering to what the local market wants. 

The role and being part of this journey will be both rewarding and challenging.  

Having worked with leading local operators and igaming brands, how do you see  Altenar’s sportsbook technology adapting to the specific needs of the South  African market?  

I see Altenar’s tech adapting by offering the flexibility operators want and need, whether it’s fast integration or smooth performance across all devices. Altenar’s setup lets us fit seamlessly into existing tech stacks without trying to control every layer. This kind of adaptability is crucial in a market as diverse and sometimes complex as South Africa. 

What key opportunities and challenges do you see in building strong relationships with South African operators, and how will Altenar stand out to potential local partners?  

We all know it’s a competitive market. Many operators already have long-standing relationships with existing suppliers, so building trust and proving long-term value will be key. But this can be seen as a strength because we’re not just here to sell software, we’re here to deliver consistent value over time with solutions that are technically sound and adaptable.  

Operators are looking for partners who can help them differentiate – and that’s where  Altenar comes in. Our sportsbook stands out for its premium quality, flexibility, and ability to integrate seamlessly into existing setups.  

“Operators are looking for partners who can help them differentiate – and that’s where  Altenar comes in.”

Brendon Jeacocks, regional director in South Africa at Altenar.

From your perspective, what distinguishes the South African player base in terms of betting behaviour, preferences, and mobile usage? 

South Africa is very much a mobile-first market where players prefer low stakes, frequent bets, especially on football. Compared to many European markets we work with, South African players tend to stick with familiar odds formats and straightforward interfaces. They often rely on data-free or lite-mode access, so keeping the experience simple and fast is crucial. Personalisation goes a long way, but in the end, simplicity is what really connects.

As Altenar continues to expand in South Africa, what key industry events or local initiatives are on your agenda in the coming months?  

Maintaining close contact with provincial regulators and monitoring national developments is essential. On the commercial front, participating in local summits and operator roundtables provides valuable opportunities for meaningful dialogue, not just exposure. Our focus is on building substance, not just our presence.